Leading baby food brand Organix, has appointed Consolidated PR to raise awareness of its Taste for Life programme which promotes a lifelong love of good food in nurseries and in the home.

The programme has been created in response to the Better Nursery Food Now campaign, led by Organix and the Soil Association, calling on the Government to improve nutritional standards in nurseries.

Rachel Telford, brand manager for Organix Goodies and Taste for Life said: “We launched Taste for Life in 2010 and the response was very encouraging. We now want to build a community of fans for the campaign, reaching out to Mums, nurseries and childminders and the team at Consolidated has the experience and ideas we need to achieve this.”

Consolidated PR is tasked with redeveloping the current website which is central to the programme and informing nurseries, childminders and mums of the benefits of embarking on the Taste for Life food adventure. The campaign will commence in May 2012 and includes PR and social media activity to drive people to the site to join in activities and engage with the mum community online.

Liz Fay, Board Director, Consolidated PR, said: “Organix is a much-loved baby food brand which is known for its tasty, junk-free meals and snacks that mums can trust. The Taste for Life programme follows these same strong values and encourages little ones to discover and embrace new foods in imaginative ways. We have a lot of experience connecting with mums and their networks such as nurseries. There are also a good number of mums here at the agency so we’re proud to be supporting this worthwhile campaign.”