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Haha, I do the same thing with the food, I'm always pulling out empties and pulling forward stock. Food is likely to be closer to the 10-15% level, but the pouches in Coles have been hugely successful, as has the other food items.

I can see in time that Bellamys could be the leading baby food brand in Australia by sales. It would take the pouches being ranged in woolies and a few new products, but it's highly possible in the next few years.

I buy this stuff for my kids from time to time, I tell you, there is something about the blue packaging and little kids faces that kids love, I see other babies/toddlers reaching out for it too.

I've also just moved house and now only have a local woolies, so I just placed my first online order directly with Bellamys. Quite an easy and convenient way to buy. Can see why this is popular.