Beyond formula: Bubs Australia unveils supplementation range for infants

04 Aug 2020 --- Infant and children’s nutrition player Bubs Australia is entering the infant’s supplementation space with the launch of a new vitamins and minerals product range. Vita Bubs is touted as a “super-premium” line of supplements for infants and children, and is available in child-friendly chewable tablets and single-serve powder sachets. It consists of formulations tailored for newborns to twelve-year-olds, with ingredients hailed as being premium including Australian goat milk, lactoferrin, colostrum and probiotics to address the primary immunity, bone development, digestive and cognitive health concerns many parents have.

The Vita Bubs line of supplements for infants and children was created in collaboration with Chemist Warehouse, a retail network giant that currently accounts for more than 50 percent of Australia’s AU$2.3 billion (US$1.6 billion) vitamin and mineral supplements category (VMS), according to the company.

“The move into VMS is consistent with our strategy to evolve into high margin adjacent categories where we know our end consumers can leverage existing core competencies and brand reach across multiple children’s feeding and health settings. We expect our launch into the Chemist Warehouse will add materially to our domestic revenue,” says Kristy Carr, Founder and CEO of Bubs.

Bubs Australia is marketed as the only infant formula in the world to be based on Australian goat milk. The Vita Bubs partnership builds on an already successful strategic alliance between the two companies for marketing its core goat and organic cow milk infant formula, as well as its junior nutrition drinks, organic baby food, cereals and toddler snacks.

“The launch into the VMS now provides the opportunity for an increased basket size, with an additional purchase from Bubs existing core users into a new health need and usage occasion,” Carr adds.

Bubs Australia claims to be the only infant formula in the world to be based on Australian goat milk. The company also produces goat milk products for adults under multiple brand portfolios, including Caprilac, Deloraine and Capela.

Building upon a trusted base
Carr also notes how the latest launch furthers Bubs’ brand awareness and consumer base. “Importantly, we have already secured brand loyalty and parent’s trust in what is a highly sensitive and emotional product category. The launch of Vita Bubs is a natural extension of this trust and provides the opportunity to leverage our existing consumer base and communication channels to drive awareness and education, while integrating into our current business operations.”

“We’re now into the second year of our partnership and the Vita Bubs launch provides the brand an opportunity to access our market dominance in the important and growing VMS category. Moreover it adds to the company’s strong position in premium specialty infant formula and nutrition products,” notes Jack Gance, Chairman of Chemist Warehouse.

The full range is expected to be delivered across 400 stores in Australia by October 2020. In addition, the company plans to roll out the Vita Bubs range into international markets, including China, Vietnam, Hong Kong, Singapore and Malaysia, during the course of 2020. Further growth is expected through strategic alliances in China, including online retailer Alibaba.

NPD in dietary supplements for children is on the rise, particularly in the areas of immunity and digestive health, which are also mainstreaming for adults. Last month, Sofar Americas launched Innovia Kids, a drinkable probiotic supplement for children older than four-years-old.

Meanwhile, Israel-based supplements manufacturer Anlit has added three nutraceuticals to its VitaBites immune health product portfolio. The immune-supporting gummies shaped into cubes and bears target children, as well as pregnant and elderly consumers. 

Last June, NutritionInsight spoke with key suppliers who are tapping into the infant immunity space in a Special Report.

By Missy Green