Infant formula maker Bubs Australia has signed a new supply agreement with supermarket giant, Woolworths, which will see the entire range of eight infant formula products stocked in the supermarket’s 700 stores.
The agreement also includes the addition of Bubs new Junior Nutrition range in 100 Woolworths stores.
Bubs initially stocked its Goat Milk Infant Formula products in Woolies’ 120 stores in February 2018. The Bubs Organic 365 days Grass Fed Infant Formula range launched at 300 Australian pharmacies last year.
“This is a major vote of confidence in Bubs based on strong performance in stores where we have been represented for the last two years, and an
increasing demand for premium infant formula products across the Woolworths network generally, particularly in the super-premium goat and organic milk segments,” Bubs founder and chief executive officer, Kristy Carr said.
Carr said they are expecting the deal to double their exposure in the Australian grocery sector and result in an uplift in domestic volume.
“This underscores the strength of being able to scale up production rapidly through our integrated supply chain with all eight products being manufactured in-house at Deloraine in preparation for sales growth,” said Carr.
The launch coincides with the registered China label equivalent of Goat Junior Nutrition product with Lactoferrin in Mother and Baby stores in China. The Junior Nutrition category is worth an estimated A$1 billion in China.
Bubs Organic Grass Fed Infant Formula will be available at Woolworths from March 2020. All products will be rolled out in stores by the end of May.