Infant formula maker Bubs Australia is expanding its range into a new demographic with the launch of a new goats milk range aimed at adults.
Bubs announced on Wednesday that it has landed a distribution deal with e-commerce giant Alibaba, that centres around the launch of the Deloraine range.
The deal will allow Alibaba to ship adult goat dairy products including CapriLac and Deloraine to the value of A$10 million in the first year. Deloraine is manufactured at the Australia Deloraine Dairy in Victoria.
A distribution agreement between Bubs Australia and Alibaba Centralised Import Procurement (CIP) was signed during the official ceremony at the China International Import Expo (CIIE) in Shanghai. Alibaba CIP and distributor, The Land, will handle the distribution of the adult goat dairy range online and offline.
“Clearly the Alibaba CIP program and related platforms have unique reach into the China adult nutrition market – some 700 million active users,” Bubs founder and CEO Kristy Carr said.
“At the same time, we are the only Australian vertically integrated producer of goat milk formula and so are uniquely positioned to offer Alibaba’s platform-wide customers the comfort that we have complete control of the supply chain right back to the farm gate.”
Dennis Lin, executive chairman of Bubs said the opportunity to now develop the market for adult goat dairy range is another step in the “growing acceptance of the maturity of our business”.