Well-established in Asian markets, Fonterra’s $200 million infant nutrition brand Anmum has officially launched in New Zealand.
Although supporting breastfeeding as the number one source of nutrition for babies, the dairy co-op aims to provide Kiwi families with a trusted alternative.
“We want Anmum to be one of the top three brands in the $76.9 million formula market in New Zealand,” said Leon Clement, managing director of Fonterra Brands New Zealand, according to whom paediatric nutrition is the fastest-growing dairy category in the world.
Anmum products are available in 900g cans, and will be manufactured and packed in the Waikato. They contain Bifidobacterium lactis DR10 cultures, with no added sugars.
“Formulas for 0-12 month old babies are subject to very clear regulations. This includes ensuring that the sugar content, needed for energy, reflects the natural lactose levels found in breast milk. Anmum formulas only use lactose, the sugar naturally present in all milks, in the formulations for this age group,” said Cherry Barker, regulatory and nutrition manager, Fonterra Brands.