Swisse China Holdings Limited, a well-known Australian health product brand, plans to introduce its milk powder brand Biostime into Australia's infant formula market to compete positively with Bellamy's and A2.
It is reported that Biostime will use supermodel Miranda Kerr as its "image ambassador".
Severine Brichard, global marketing director of Biostime, said that Biostime would launch two products in Australia from January next year and would cooperate with Isigny Sainte-Mere, a French dairy dealer and purchase milk from Normandy, France.
At present, Biostime has reached distribution agreements with major Australian drug chains, such as Chemist Warehouse, Priceline and Discount Pharmacy.
Ms. Brichard said that the goal of Biostime in Australia is to achieve significant market share.
Retail expert says Swisse and Blackmores and other vitamin brands have strong sales volume in China, partly because they have a strong market position in Australia. Chinese consumers began buying these brands a few years ago and were also attracted by their "natural and green" image. Therefore, the entry of Biostime into the Australian market can also provide endorsement for its brand image in China.
In 2015 and 2016, Biostime bought Swisse's entire stake in phases for A$1.7 billion to strengthen its brand business, including Biostime and other baby nutrition products. The sale of infant formula and nutriment products contributed nearly half of the income for Biostime.
Source: news.foodmate.net/from_5579.html
