Japanese dairy manufacturer Morinaga Milk is to seek to raise the profile of its branded infant formula in the Chinese market.

The company is expanding its range of products available in China by including higher-ticket value-added items which it hopes will appeal to wealthier parents. These products will include DHA and bifidus bacteria enhancers for better nutritional physiology and intestinal function, and will be priced around 30% higher than regular products, reports Asia in Focus.

With this point of difference Morinaga hopes to carve out a better share of the already crowded Chinese market for baby formula.