Australian-owned Nuchev is bringing its popular goat milk formula brand Oli6 to Coles, marking a multi-million dollar deal with the supermarket chain.
Goat milk formula continues to grow significantly in Australia, representing 10 per cent of total Australian formula sales, and has an annual turnover of more than $100 million.
Nuchev founder and chief executive Ben Dingle said it was a deliberate strategy to first establish the Oli6 brand in the pharmacy channel before expanding into Coles.
“To help parents understand the benefits of Oli6, we used the pharmacy channel to build direct engagement and highlight the benefits of our Oli6 goat milk formula brand,” said Dingle.
“Pharmacy for many parents is their first source of credible advice. The results have been outstanding, with Oli6 not only the fastest growing infant formula brand in the pharmacy channel, but also the largest Australian goat brand.”
“On the back of this success, we are delighted to bring the benefits of Oli6 to more mums and dads through our partnership with Coles. We know parents will want to purchase Oli6 as part of their regular weekly shop.”
Coles senior category manager Karly Oranin said the Oli6 distribution partnership reflected the growing popularity of goat’s milk products, which are widely recognised as having natural health benefits.
“Demand for goat milk formula continues to grow at a rapid pace and we are excited to have partnered with Nuchev, so that we can make their premium Australian-made goat milk formula available for our customers,” she said.
Oli6 has also experienced growth in ecommerce platforms such as Tmall, where it is the largest selling Australian goat milk formula brand. In combination with its success in the pharmacy channel, Oli6 has had a five-fold increase year-on-year as awareness increases about the product's natural health and digestive benefits.
