Danone announces the launch of the first ever formula milk in the United Kingdom to be sold in a pre-measured tab format. Danone is introducing this format innovation in the UK in response to parents’ desire for greater convenience and ease when preparing formula milk feeds.
In commenting on the launch, Gustavo Hildenbrand, General Manager UK & Ireland, Danone Specialized Nutrition, explained, “Breastmilk is the gold standard when it comes to feeding babies. But if parents feel they need to move on from breastmilk, they tell us they’re looking for ways to make a formula milk feed simpler and more convenient.” According to research conducted in 2018 with more than 1,300 UK mums, ‘convenient for feeding-on-the-go’ was the 2nd most important criteria mums cited. Close to a third of those surveyed (31%) also said they looked for ‘greater convenience when preparing a formula feed’.
The innovation is done through a manufacturing partnership with Japanese food manufacture, Meiji, using their patented tab production technology. Jean-Michel Lequin, Director of Danone’s Wexford, Ireland, formula milk production facility, explains, “At Danone, we’ve seen how in other food categories – like coffee and culinary stocks – introducing portion controlled and dosed formats has been a game changer for consumers, who look for more convenience and ease. That’s why we’ve worked with Meiji to set up a production line for pre-measured formula milk tabs at Danone’s formula milk production facility in Wexford, Ireland to serve the UK market.”
The new formula milk tabs dissolve easily, with one tab equal to one standard scoop of powdered formula. The new pre-measured tab format will be made available in packs of 24 sachets, with each sachet containing five tabs. Danone expects the new format to help cut down on mess when preparing a formula feed, making the new format useful – in particular for night-time feeds. Besides allowing for more accurate measurement and less wasted formula, the new format helps provide extra reassurance – in particular for parents who favour formats that emphasize hygiene. The new format will be available exclusively via the UK’s leading health & beauty retailer, Boots, under the Aptamil brand.
“We hope bringing to market formula milk in a pre-measured tab format will offer added convenience and support for formula feeding parents – especially in the ‘new normal’, when parents are often stretched and trying to juggle balancing family and work-life from home,” Mr. Hildenbrand added.