Upgraded Anmum: Fonterra China targets ‘super-premium’ market after Hong Kong launch

By Tingmin Koe

- Last updated on GMT

Fonterra will be launching its premium version of Anmum, Assura, in China in October. ©Fonterra China
Fonterra will be launching its premium version of Anmum, Assura, in China in October. ©Fonterra China

Related tags Fonterra China Premium brands

Fonterra China is targeting the “super-premium” consumer market with an upgraded version of Anmum – its flagship formula powder for mothers.

Selling under the brand name Assura, the upgraded product was first launched in Hong Kong earlier this year.

In China, the launch will take place in October, NutraIngredients-Asia​ understands from Arthur Kung, the firm’s general manager of business development.

Kung said that the upgraded version was targeted at the younger generation of expectant and lactating mothers born in the 90s, since they tended to have a higher awareness towards nutrition intake.

“Anmum is already the number one brand for expectant and lactating mothers in China. The new addition is to offer more choices to the consumers, targeted at the younger generation of mothers and the super-premium market,” ​he said.

Being a premium version, Assura is expected to be more expensive than Anmum, however, the exact pricing in the China market is still under discussion and will only be announced during the official launch.

He said the priority of the launch in Hong Kong was also to offer a wider product range, instead of fighting for more market share.

“Anmum is already occupying 70% of Hong Kong’s market share. The launch of Assura in Hong Kong is to meet consumer demands instead of competing for a bigger market share”​ he said, adding that so far, the sales performance in Hong Kong “has met expectations”.​ 

Assura, which is manufactured and imported from New Zealand, will be sold in China via e-commerce and mother-and-baby product stores.

Anmum first entered in China in 1995. Besides Assura, the brand also has two other products – Pregna Pro and Lacta, aimed at the expectant and lactating mothers respectively.

First time use for new strain

According to the firm, the main difference between the old and new version, is the addition of a proprietary probiotic strain.

Kung said that Assura would be the first end-product added with DR20 – the firm’s patented probiotic strain Lactobacillus rhamnosus ​HN001.

Earlier clinical studies have shown that the strain is able to improve the intestinal flora, boost immunity, and lower the risk of eczema in newborns and toddlers.

The strain also helps to lower the risk of developing gestational diabetes and post-natal depression.

Whereas for the original formula, only DR10 – also the firm’s patented probiotic strain Bifidobacterium animalis lactis ​HN019 is used. Its main function is to improve immunity and gut health. 

Noticing that weight management was a concern amongst young mothers, Kong said that the firm had also decided to come out with a low fat formulation for Assura.

The R&D for Assura’s formula took about two years, he added.


Source: Clinical and Experimental Allergy

A protective effect of Lactobacillus rhamnosus HN001 against eczema in the first 2 years of life persists to age 4 years

DOI: 10.1111/j.1365-2222.2012.039975.x

Authors: Wickens et al​ 

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