Infant-formula manufacturer Bubs Australia has signed a new supply agreement with local grocer Woolworths in a deal it says will double its domestic market retail exposure.
An additional range of eight Bubs formula products will now be sold across the Woolworths retail network, while all three varieties of Bubs Organic Grass Fed Infant Formula will be offered in 700 stores.
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Additionally, all three stages of Bubs Goat Milk Infant Formula will be upgraded from 120 stores to 400, while new Junior Nutrition products will be sold in 100 outlets.
Bubs said the supply deal is “expected to materially add” to the company’s domestic revenues.
The company first entered into a supply agreement with Woolworths in February 2018, which involved stocking Bubs Goat Milk Infant Formula products in 120 stores.
Speaking about the new agreement, Bubs founder and CEO Kristy Carr said: “This is a major vote of confidence in Bubs based on strong performance in stores where we have been represented for the last two years, and [an is indication of] an increasing demand for premium infant-formula products across the Woolworths network generally, particularly in the super-premium goat and organic milk segments.
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By GlobalData“While the details of the new agreement are confidential, it will have the effect of more than doubling our shelf space exposure and retail points of distribution across the Australian grocery retail sector, and we are confident that it will have a significant uplift in our domestic volume as we continue to build awareness and trust in the Bubs brand with Australian parents.”
Bubs Organics Grass Fed Infant Formula will start rolling out in Woolworths stores in March with full distribution completed by the end of May.
All other new products and additional store ranging for existing products will also be rolled out into stores by the end of May.
