Expert Says Fonterra Backing Current Strategy With New CEO Appointment
The appointment of Richard Allen as Fonterra's new chief executive signals execution, not strategy, according to agribusiness expert Dr Nic Lees.
Fonterra Brands New Zealand managing director Leon Clement says Anmum is a $200 million brand in Fonterra's Asian markets with an established track record of quality and trust with parents.
"Anmum draws on Fonterra and its legacy companies' 50 plus years of experience in dairy research and in producing paediatric formulas for third parties. Bringing Anmum to New Zealand families means we are now providing nutrition for key life stages," he says.
Fonterra strongly supports breastfeeding as the best source of nutrition for babies, but also recognises that families may need a trusted alternative.
"The Anmum formula range will provide that," says Clement. "It is a trusted brand internationally and we are confident it will become one here too. We want Anmum to be one of the top three brands in the $76.9 million formula market in New Zealand."
The Anmum formula range has been developed by Fonterra's paediatric nutrition experts to provide high quality products. The Fonterra Research and Development Centre in Palmerston North is home to recognised experts in areas such as the role of probiotics and lipids in infant development and the management of digestion in infants.
Fonterra Brands regulatory and nutrition manager Cherry Barker says the Anmum formulation includes Fonterra's own patented Bifidobacterium lactis DR10TM cultures, and the Anmum PediaPro toddler milk has no added sugars of any kind.
"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," she explains.
"Anmum formulas only use lactose, the sugar naturally present in all milks, in the formulations for this age group. We do not add any sugars to our toddler milk and believe that this is something that is important to parents."
Clement says 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.
The range will be blended and packed at Fonterra's Canpac site in the Waikato and will be sold in select supermarkets nationwide. Each Anmum product will be sold in 900g cans.
