On 20 April, Beingmate Baby & Child Food Co., Ltd. (Beingmate) held a new
product release conference in Zhengzhou City, Henan Province. The event
showcased the launch of a new infant formula “Love+ red” - in red cans.
Attendees included Colm O’Cribin, Irish Counsellor in China, Huang Dao, General
Manager of Beingmate and John Reilly, VP of Kerry Group.
Source: Baidu
Targeted at iron-deficiency babies - double lactoferrin (LF) content
“Globally there are about 3.7 billion people who are deficient in iron. Iron
deficiency ranks 1st in the global nutritional deficiency list,” stated Huang
Dao; “In China, nearly 2/3 of babies lack iron, of which 1/5 suffer from iron
deficiency anemia”. This product targets such babies with the following main
selling points:
LF-care™ formula: key nutrients such as LF
and nucleotides are added. In particular, the content of LF is doubled, from 38
mg/100g to 76 mg/100g
EU standard production in Ireland, based on
Irish milk (the product is imported in original packing)
“Iron deficiency causes many diseases. For instance, it will retard babies’
growth and development, immunity, and cognitive and learning skills. Hence, it
is of great importance to prevent this deficiency,” neonatology expert Ben
Xiaoming commented.
Huang Dao noted: “We found that the Central Plains (= the low and middle
reaches of the Huanghe (Yellow) River, the so-called ‘Cradle of Chinese
Civilisation’) where the population is very large, is also the
highest-incidence area for iron deficiency anemia.
We are establishing a
partnership with the one of the largest baby & child chain store chains,
Youai Mami, in order to penetrate the 2nd- and 3rd-tier cities rapidly. In the
future, we will make more efforts to expand the sales.” (Note: Founded in 2006,
Youai Mami sells mainly infant formula, rice noodles, nutritional supplements
and clothes. It operates 2,000+ baby & child stores nationwide, although it
is not one of the key operators in this retail segment, despite Beingmate's
claim).
The official guide price of “Love+ red” infant formula is set at USD47.7-50.8/800g
(RMB308-328) - at a notable premium to its other ranges, such as Golden Love+
(with lutein) at USD28.2/kg (RMB182), and Golden Love+ (with OPO) at
USD11.2/405g (RMB72). By 24 May, the product was still not on sale
on Beingmate's official website or on its flagship stores on Tmall.com;
however, it is being sold on just 2 stores in Taobao.com, at an average price
of USD52.4 (RMB338).
Cooperation with Kerry Group
“In the past 15 years, we have cooperated with Beingmate closely. We offer
quality and high added value raw materials to Beingmate for its production of
infant formula,” announced John Reilly at the new product release conference,
“Our relationship has developed from demand-supply to a strategic partnership.
Both 'Green Love+' and 'Love+ red' were developed by us jointly in the JV
plant.”
“We also cooperate in other projects,” he continued: “We work together
perfectly, since we have world-level R&D resources and Beingmate has an
excellent R&D team. In the future, we will develop more quality products.”
Earlier, on 26 April, Beingmate announced the successful development of infant
formula specifically targeted at the European market. It has developed this
product independently and authorised Kerry Group to produce it; reportedly
planning to introduce the product in Ireland during 2016.
Beingmate commented: “For a long period, we have been building up our
internationalisation strategy. In the future, we will continue R&D into,
and promotion of, products targeted at Asia, Southeast Asia, the Middle East,
etc.”
Beingmate's "Love+ red" Infant Formula
Source: Baidu.com
This article comes from Dairy Products China News 1605, CCM
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Tag: dairy infant formula