Fonterra’s US$200 million brand in Asia, Anmum, is now available to New Zealand families.
The organization strongly supports breastfeeding as the best source of nutrition for babies, but also recognizes that families may need a trusted alternative.
“The Anmum formula range will provide that,” says Fonterra Brands New Zealand MD Leon Clement.
“It is a trusted brand internationally and we are confident it will become one here too.”
“We want Anmum to be one of the top three brands in the $76.9 million formula market in New Zealand.”
Fonterra Brands regulatory and nutrition manager Cherry Barker says the Anmum formulation includes Fonterra’s patented Bifidobacterium lactis DR10 cultures, and the Anmum PediaPro toddler milk has no added sugars of any kind.
“Breast milk is the gold standard for developing alternative nutrition products, when necessary, for infants,” she says.
“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.”
Clement says paediatric nutrition is the fastest-growing dairy category in the world and developing leading positions in paediatric nutrition is one of Fonterra’s seven strategic paths.
The range will be blended and packed at Fonterra’s Canpac site in the Waikato and will be sold in select supermarkets nationwide.
Each Anmum product will be sold in 900g cans.