Bubs Australia has launched supplements and appointed former supermodel Jennifer Hawkins as its new global ambassador.
An infant and children’s vital and mineral supplements range called Vita Bubs has gone on sale in partnership with Chemist Warehouse.
“The move into the Vitamin and Mineral Supplement category is consistent with our strategy to evolve into high-margin adjacent categories where we know our end consumers and can leverage existing core competencies and brand reach across multiple children’s feeding and health settings,” said Kristy Carr, founder and CEO of Bubs.
The Vita Bubs range will be distributed in Chemist Warehouse’s 400 stores across Australia in October.
“We are now into the second year of our partnership,” said Jack Gance, chairman of Chemist Warehouse. “This Vita Bubs launch provides the brand an opportunity to access our market dominance in the important and growing Vitamin and Mineral Supplement category in addition to its strong position in premium specialty infant formula and nutrition products.”
The company plans to roll out the Vita Bubs range in international markets, including China, Vietnam, Hong Kong, Singapore and Malaysia this year.
The Vita Bubs launch coincides with the appointment of the brand’s new global ambassador, Jennifer Hawkins.
Carr said that as a new mother, Hawkins is the perfect role model to present the brand to new parents, including among her nearly 2 million social followers.
“It was a huge decision what brand to choose and trust when I was introducing solids to Frankie,” said Hawkins. “The Bubs ethos of healthy nutrition and wellbeing perfectly aligns with my own values, which is why I am so happy and excited to take on this role.”
Under the three-year exclusive partnership with Bubs, Hawkins will appear in the brand’s multi-media consumer campaign to support awareness, education and ongoing engagement across key markets.
Meanwhile, Bubs Australia has reported a 32-per-cent increase in sales to $62 million in the current financial year.