Bubs branches into post-infant nutrition
Bubs Australia has entered into a new segment, post-infant nutrition, with the launch of eight organic toddler snacks.
The new baby food range is a mixture of organic vegetables, fruits, ancient grains and nutrient dense superfoods fit for children aged one to five years old.
“Innovation is one of our four key pillars critical to delivering the future growth of the business. This latest development significantly advances our progress as we now cater for all feeding occasions and developmental stages from newborn to preschool,” Bubs founder and CEO Kristy Carr said.
“The new organic toddler snacks extend our consumer lifespan, or period of potential customer
engagement, which previously covered the first 1,000 days of a child’s life through infant years.
This is driven by changing lifestyles for busy parents, as families become more mobile and are
looking for convenient nutritious snacks to give their children out-of-home or in a healthy lunchbox.
“In Australia, this has given rise to an increase in value of the toddler snack market of 19 per cent generating over A$33 million in grocery sales per annum. Single-serve pack formats, which Bubs
new range is presented, is up 26 per cent.”
Carr said Bubs Australia’s products, such as organic baby food, cereals and teething rusks, are sold in China. The company is currently undergoing the application process with the Chinese authorities to register the new snack range.
“Should the proposed joint venture with Beingmate be formalised in the coming month, as we expect, we will continue to actively roll out our entire food portfolio into the Chinese Mother and
Baby store channel,” added Carr.
“Importantly for Bubs, toddler snacks enjoy healthy margins and thus constitute an important component of our business platform. Furthermore, this category growth is being driven by
premiumisation and product innovation from organic brands, so it is a natural line extension for Bubs innovation pipeline.”
Bubs said the new product ranges are expected to arrived in Coles by early May.
The new Bubs range comprises of:
• Bubs Organic Tiddly Bars – Plum & Goji
• Bubs Organic Tiddly Bars – Chickpea & Zucchini
• Bubs Organic Little Fingers – Broccoli & Pumpkin
• Bubs Organic Little Fingers – Tomato
• Bubs Organic Smiley Squares – Mango & Purple Carrot
• Bubs Organic Smiley Squares – Pear & Beetroot
• Bubs Organic Little Rollies – Coconut
• Bubs Organic Little Rollies – Hazelnut