In 2022, Ed was deployed overseas with the British Army for six months.

He left behind his toddler son and his wife — pregnant, working full time, doing everything on her own.

He thought about them constantly. The nursery runs. The evenings after a long day when his son needed feeding and she had nothing left. All the small, relentless moments that make up life with a toddler, without any backup.

When he came back, he wanted to make at least one part of that easier.

Ed had used freeze-dried rations in the Army. He understood what the technology could do — how it preserved real food without a fridge, how it worked anywhere you had hot water, how reliable it was when there was no kitchen for miles. And he kept thinking: why hasn't anyone done this properly for parents?

So he built it.

Not a meal replacement. Not a shortcut. A genuinely good option for the real moments — the long journeys, the holidays, the unplanned days, the evenings that get away from you. Food that toddlers actually eat, that goes wherever they go, that doesn't ask parents to compromise.

Before launching More Toddler Meals full time, Ed spent a year at Amazon learning how products reach people — how they're found, how they're trusted, how small brands grow in a market dominated by big ones. He left in 2025 to focus on this entirely.

He's a dad of two boys. He's still figuring it out, like everyone else. He just made sure one thing got easier.