Aptamil and Cow & Gate launch new sachet format baby milk

Danone brands, Early Life Nutrition brands, Aptamil and Cow & Gate, are today launching new sachet packaging across part of their powder baby milk ranges*.

The new format is sold in boxes of 14 ready-to-mix, single-serve sachets across all three stages of baby feeding for both Aptamil and Cow & Gate:

  1. First Infant Milk (From birth)
  2. Follow On Milk (age 6-12 months)
  3. Growing Up Milk 1 (age 1-2 years)

Research shows that nearly half (49%) of parents want baby milk products that are convenient for feeding while away from home1. As well as being easy to carry, the sachets are ready-to-mix**, offering more convenience to parents. The new design also removes any need for counting scoops.

Almost one-in-five (19%) parents say they would use the sachets when on holiday and 17 per cent say they would use them when someone else was looking after their baby2.

Emmanuelle Grimbert, Marketing Director UK at Danone Nutricia Early Life Nutrition, said:

Busy parents tell us they need more of their valuable time back to spend with their little ones. With convenient format foods now increasingly popular across adult product offerings, it’s no surprise adults want this option for their babies as well.

“Mums and dads tell us the sachets are particularly useful for night-time feeds when they’re sleepy, or when they are travelling; no more carrying bulky powder tubs around in your suitcase.

“We are committed to supporting parents, and with products from the top two brands in the baby milk category now offered in sachet format, we’re really proud of this new innovation.”

In terms of value share, Aptamil and Cow & Gate are the top two brands in the UK baby milk category respectively3; Aptamil has a value share of 38.4 per cent YTD, while Cow & Gate’s value share is 31.8 per cent YTD2.

The formulations of each sachet product remain the same as the powder formulations already on shelf, while the serving size of each sachet varies between the product stages (see Table 1). The retail price per pack ranges from £7.50 to £10.49 (see Table 1 for full details), however prices are at the sole discretion of the retailer.

The new packs will be available in approximately 700 Boots stores across the United Kingdom from February, before being rolled out across other major national retailers – including Tesco, Morrisons, Ocado, Asda and Sainsbury’s – in the following weeks.