Fonterra has launched the Anchor Kids range in China

Fonterra has launched the Anchor Kids' range in China

Fonterra has launched a children's milk range in China under the Anchor brand.

Anchor Kids' Golden Milk has a protein content of 3.6 grams per 100ml and no added sweeteners or additives.

Manoj Namboodiri, business development director of China brands at Fonterra, said the company launched Anchor Kids’ Golden Milk to meet the growing demand from parents for ultra-premium quality, nutritious and unsweetened children's milk.

"According to the latest market research, the total value of China’s premium white milk market is CNY39bn (US$5.5bn). Forty-two per cent of these total sales are generated by parents buying premium white milk for their children. Anchor Kids’ Golden Milk targets this group who prefer milk from a high-quality milk source and with no sweeteners or additives. We’ve also added vitamins for kids to ensure parents can see the additional nutritional value in the product for their children," Namboodiri said. "We’ve already reached a number three position in kids’ milks market share in eastern China hypermarkets. This new launch should help strengthen our position."

Anchor Kids’ Golden Milk has launched on e-commerce platforms and is also being rolled out through physical distribution to our existing Anchor markets in eastern and northern China. It will also be available via popular TV shopping channels.