Fonterra today launched its international infant formula brand, Anmum, in New Zealand, and said it wants to become one of the top three brands in the $76.9 million local market within three or four years.
Fonterra Brands New Zealand managing director Leon Clement said Anmum was already a $200 million established brand in Fonterra's Asian markets.
"Anmum draws on Fonterra and its legacy companies' 50 plus years of experience in dairy research and in producing paediatric formulas for third parties," Clement said in a statement.
Clement said paediatric nutrition was the fastest-growing dairy category in the world and developing leading positions in paediatric nutrition is one of Fonterra's seven strategic goals.
The range will be blended and packed at Fonterra's Canpac site in the Waikato and will be sold in select supermarkets nationwide from today. Each Anmum product will be sold in a 900g cans, with Fonterra labelling.