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Bubs launching online-only in US this September

Formula firm Bubs is launching its Aussie Bubs-branded range in the US, signaling a significant expansion of its export strategy.

As of September, Aussie Bubs will be available on Walmart’s online store and will see Bubs enter the US$5.1 billion infant and toddler formula market in the US for the first time, where around 93 per cent of sales in the category are currently of powder formulations.

Aussie Bubs will be the only Australian goat milk formula in the US market, and can capitalise on fast-growing trends in the industry: organics and grass-fed.

The business has plans to expand onto Amazon’s US marketplace soon and could extend into supermarkets as well, with Amazon’s Whole Foods being a “good opportunity”, according to founder and chief executive Kristy Carr.

“Given the online deal with Walmart.com, products can be shipped interstate, but we are in talks with supermarkets on the West Coast,” Carr told AFR.

Bubs chairman Dennis Lin said the launch is a key pillar in its global market diversification strategy, and would provide support for the businesses further expansion in Southeast Asia.

“As Australia’s largest producer of goat dairy products built on our unique vertically business model… we are well placed to take advantage of continuing opportunities to expand our global footprint for the Bubs range,” Lin said.

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