Fonterra Brands New Zealand managing director Leon Clement said Fonterra’s aim is for Anmum to be one of the top three brands in the New Zealand formula market.
He added that paediatric nutrition is the fastest-growing dairy category in the world and developing leading positions in paediatric nutrition is one of Fonterra’s seven strategic paths.
Fonterra says that it strongly supports breastfeeding as the best source of nutrition for babies, but also recognizes families may need a trusted alternative.
No added sugars
Fonterra Brands regulatory and nutrition manager Cherry Barker said the Anmum formulation includes Fonterra’s own Bifidobacterium lactis DR10TM cultures, and the Anmum PediaPro toddler milk has no added sugars.
“Breast milk is the gold standard for developing alternative nutrition products, when necessary, for infants. Formulas for 0-12 month old babies are subject to very clear regulations. This includes ensuring that the sugar content, needed for energy, reflects the natural lactose levels found in breast milk,” Barker said.
She added that Anmum formulas use only lactose, the sugar naturally present in all milks, in the formulations for this age group, and believed that not adding sugars was important to parents.
The range will be blended and packed at Fonterra’s Canpac site in the Waikato and will be sold in select supermarkets nationwide. Anmum products will be sold in 900g cans.