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November 29, 2016

Aldi launches own-label infant formula in UK

Aldi has started selling an own-label line of infant formula in the UK for the first time.

By Dean Best

Aldi has started selling an own-label line of infant formula in the UK for the first time.

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The discount retailer started trial sales of the own-label formula in around 250 stores in England yesterday (28 November). The stores are mainly located in the North West, Midlands and South East, Aldi said.

The stage one and stage two formula products retail at GBP6.99 (US$8.71) for a 900g tin.

Aldi said the trial would run for a minimum of three months. It will continue to stock branded lines including Aptamil and Sma.

An Aldi spokesperson said the move built on its Mamia range of baby and toddler food. “The launch of infant and follow-on milks is a natural extension of our Mamia range and provides parents with an alternative to the more expensive branded products in this category,” the spokesperson said.

The formula is made in Ireland, although Aldi declined to reveal the name of the manufacturer.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
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