Australia’s Freedom Foods Group has launched a line of infant formula into Singapore and is eyeing entering the category in more markets this year.
Freedom Foods has secured a listing for its Australia’s Own formula at Singapore grocer NTUC FairPrice.
The move marks the first time Freedom Foods has sold the infant formula outside its domestic market.
Rory Macleod, Freedom Foods’ managing director and CEO, said the company was working on taking the formula into more markets. Asked if Freedom Foods was looking to launch the formula in other south-east Asian markets this year, Macleod said: “Yes, we will continue to expand in south-east Asia and the Middle East.”
China is on the list of markets Freedom Foods has drawn up for its infant formula. Macleod said Freedom Foods would work with its partner in China, Shenzhen JiaLiLe Food Co., on taking the product into China. Macleod said infant formula was part of Freedom Foods’ plans in China “under our partnership with JLL as part of expanded range of dairy products, the Australia’s Own Kids Milk being the first product”. The company launched Australia’s Own Kids Milk in China in February last year, initially targeting three- to seven-year-olds in the country.
NTUC FairPrice said it had decided to stock the Australia’s Own formula after calls in Singapore for cheaper options. The Australia’s Own formula is being priced at between SGD27.50 (US$19.77) and SGD35 for a 900g tin. The retailer said the average price of a 900g tin of infant formula in Singapore has more than doubled in a decade to SGD56.06.
The grocer is listing a range of Australia’s Own formula, for newborns to 12 months and older, it said.