Fonterra will supply Bubs with organic milk powder, sourced from its organic milk pool in New Zealand, which will be manufactured at its facility in Darnum, Victoria.
The distribution deal which runs to 31 July 2021, will see introduction of the Bubs Organic products in Chemist Warehouse pharmacies throughout Australia within 3 months, with plans to initiate exports to China through ecommerce in future.
As part of the agreement, Bubs Organic brand will hold the technical application for an organic cow milk formula, expected to pave way for distribution of the new formula to China’s Mother and Baby stores.
The product features advanced formulation with prebiotics and probiotics, plus Omega-3 DHA and Omega-6 ARA.
“Super-premium product offerings are the fastest growing segment of the infant formula category, and we are now able to offer two nutritional options, organic and goat, to suit individual dietary needs, while tapping into the global consumer trend towards natural, sustainable and organic food production,” said Mrs Kristy Carr, Bubs Australia Founder and Chief Executive.
“Bubs has already established itself as a key player in the goat dairy infant formula sector in Australia and made significant inroads into China, and is now in a position to be the first to offer an Australian made certified organic grass-fed infant formula with both prebiotics and probiotics, in addition to Omega-3 DHA and Omega-6 ARA.
“Cow milk formula accounts for close to 95% of the Australian formula market and represents a significant opportunity for Bubs, which already has both a premium Australian infant nutrition brand positioning and strong organic credentials established over 13 years producing Bubs Organic baby food portfolio.”
The new product launch, said to be first Australian made certified organic grass-fed infant formula, enables Bubs to offer both organic and goat options in fastest growing super premium segments.
Launch of Bubs Organic® infant formula follows an announcement regarding the launch of a new range of eight Bubs Organic® toddler snacks in the country from next month.