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To tap into the $21.5 billion global whole milk powder market, infant formula company Bubs is expanding its portfolio with a new Family Nutrition range. 

The range of cows milk products are suitable for the whole family and gives the company entry into a new market while facing significantly less advertising restrictions. In July, the Australian Competition and Consumer Commission (ACCC) had reauthorised an agreement which banned direct public marketing of infant formula

Bubs founder and CEO Kristy Carr said Family Nutrition fits smoothly into Bubs’ existing business model, allowing the company to utilise its dairy manufacturing capabilities with manufacturing taking place at its Deloraine facility in Victoria. 

“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. 

“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,” said Carr. 

The range’s opening orders in Q2 will be shipped to China, Malaysia, Singapore, Vietnam, Pacific Islands, and East Africa. 

Carr added that Infant Nutrition would still be the main sales 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,” she said.

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