Infant formula manufacturer and goat dairy producer Bubs Australia has extended its brand portfolio into an adjacent growth category with a complementary range of cow’s milk powder products for the whole family.
Making the announcement, Bubs founder and CEO Kristy Carr said the launch of the new range of Bubs Family Nutrition would allow the company to tap into the US$15.7 billion global cow’s milk powder market, leveraging its extensive dairy expertise and manufacturing capabilities.
“The established familiarity of Bubs as a trusted nutrition brand will be stretched to cater for the whole family, providing a broader opportunity to introduce consumers in the Mother and Baby segment to Bubs premium quality brand attributes,” Ms Karr explained.
“This expanding pantry presence and brand awareness will increase the shopping basket opportunity, making it the perfect complement to our ‘hero’ range of infant formula.
“Although Bubs Infant Nutrition range will continue to be our core margin driver, Bubs Family Nutrition facilitates new market access points to introduce Bubs brand to a significantly larger and growing category with less complex regulatory compliance than infant formula, expanding jurisdiction reach and catalysing value creation across the business.”
Bubs Chief Operating Officer Fabrizio Jorge said the company has inked supply agreements with multiple new distribution and retail partners in key international markets, with opening orders due to be shipped to China, Malaysia, Singapore, Vietnam, Pacific Islands and East Africa in the second quarter of FY22.
According to him, initial production of the Bubs Family Nutrition range will commence in November.
