Odi, a New Zealand kids food brand, has launched in Australia, marking its first international market after building a domestic distribution network.
Odi is currently selling directly to consumers in Australia, with plans to expand distribution through food retailers nationwide later. The launch comes amid scrutiny of commercial foods marketed to babies and young children, with Australian Government research finding that infant foods may be a major contributor of sugar to children’s diets. National infant-feeding guidelines also recommend that first foods be rich in iron.
Founded by clinical nutritionist Gina Urlich, Odi develops products using wholefood ingredients rather than relying on fruit-heavy formulations and synthetic fortification. Its portfolio includes products containing organic vegetables, organ blends, bone broth and algae-derived DHA omega-3.
According to Odi, the products provide nutrients including iron, protein, omega-3 and iodine. Some products contain about 30–50 per cent of a child’s recommended daily iron intake.
“We’re seeing a meaningful shift in what parents expect from this category,” Urlich said. “For a long time, the conversation around children’s food has focused heavily on what products don’t contain. We believe the next evolution is about what they actually deliver nutritionally.”
In Australia, Odi’s portfolio includes puree pouches in varieties such as Organic Chicken & Vegetable, Organic Berry & Coconut, Organic Chickpea & Vegetable, and Organic Vanilla & Coconut. The brand also offers powders, bars, bites and snacks.
Odi said its products combine nutritional value with everyday convenience for families.
“Convenience isn’t going anywhere – nor should it,” Urlich said. “Parents are busy, and they need products that work in real life. The opportunity for brands and retailers is to make sure convenience and strong nutrition aren’t mutually exclusive.”
She described Australia as “a sophisticated retail market” adding that Aussie parents are increasingly informed about food and nutrition.
Odi’s long-term mission is to reduce diet-related disease in the next generation by raising the nutritional standard of everyday baby and children’s food.
- Further reading: Oliver’s Real Food launches dietitian-led Kids Brekky Box.
