One of New Zealand’s fastest-growing baby and kids food brands, Odi, is launching in Australia with ambitions to challenge established conventions in the local children’s nutrition category.

Founded by clinical nutritionist and mother of four Gina Urlich, Odi’s proposition is centred on wholefood nutrient density, organic ingredients and convenient formats for modern families.

Ms Urlich says Odi’s Australian expansion comes as parents increasingly scrutinise not only what is absent from children’s food, but what nutritional value it actually provides.

“We’re seeing a meaningful shift in what parents expect from this category,” she 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.”

Wholefood focus

Its products are formulated around nutrient-dense wholefood ingredients including organic vegetables, organ blends, bone broth and algal DHA omega-3.

Several Odi products provide approximately 30–50 per cent of a child’s recommended daily iron intake from wholefood ingredients, alongside naturally occurring co-factors that support absorption.

“Our approach has always been to start with the nutritional needs of the child and formulate backwards from there,” Ms Urlich said.

“We see a significant opportunity to bring that philosophy to Australian families and, ultimately, help lift expectations of the category.”

About Odi

Originally developed to support babies beginning solids, the business has expanded its portfolio to cater for children through to their early teenage years – creating a broader proposition across baby food, family nutrition and children’s snacking.

The Australian launch follows Odi’s growth in its home market of New Zealand, where the brand has expanded its retail footprint and established itself across the baby and children’s nutrition category. 

Ms Urlich said the expansion represents both a significant growth opportunity for the business and a chance to challenge established conventions within the category.

“We’re entering Australia with significant ambition,” she said. “We want to build a meaningful presence here and work with retailers to make genuinely nutrient-dense children’s food more accessible to families.”

The Australian range includes baby purée pouches in varieties including Organic Chicken & Vegetable, Organic Berry & Coconut, Organic Chickpea & Vegetable and Organic Vanilla & Coconut alongside powders, bars, bites and other snack formats.

The Odi range is available in Australia via odinutrition.com and will be stocked in a large range of Australian retailers soon.