Sainsbury’s is the first national supermarket to sell TrayKit, priced at £24.99.  It was a family affair with her two children, Andrea Anna (7) and James (5) helping her unveil the unique all-in-one kids' carry-on backpack and play-tray.

Solvej (39), from Fulham, was featured on Dragon’s Den in September. Her presentation of the TrayKit started a bidding war amongst the Dragons. The tense showdown ended when Peter Jones and Deborah Meaden joined forces to offer Solvej the £80,000 she was after.

Matt Dixon, Head of Leisure at Sainsbury’s watched Solvej’s pitch on Dragon’s Den, and immediately saw the potential. He contacted Solvej that night to say that Sainsbury’s would stock the product.

Solvej was delighted that the TrayKit was recognised as the next big thing in the kids market: “"It was a great outcome,” she said.  "The Den experience was fantastic, but daunting at times.  Nothing comes close to the frightening decision I made to leave a successful career in advertising law to launch the products I had invented as a parent trying to make parenting easier.”

The TrayKit is the ideal travel companion to keep kids active on any long journeys this Christmas.  On how she came up with the product, Solvej said:  “TrayKit came about after too many flights jumping up and down getting toys and snacks out of the overhead locker or scrabbling under seats to find lost treasures or trying to rescue a favourite toy from the car floor just as we joined the motorway.  My solution was a backpack that my children could pack with all their favourite things, that they could carry themselves and that strapped to the seat in front in the car, or to a tray table or sit on a lap and would open to become an extendable play tray with special raised sides so no more toys on the floor”!

Chiswick Store manager Robert Johnson said: “We’re all really excited to be selling a kids’ Must Have that looks set to become a national success. TrayKit is ideal for children between 2 and 11 years old. We hope it’s a great hit with our Chiswick customers this Christmas”.

Printer friendly version

Email this article to a friend

Bookmark this

---