Reckitt Benckiser’s health division has entered a partnership with a Canadian logistics firm to supply its Enfamil infant-formula brand direct to consumers.

The UK-based consumer-goods giant’s RB Health (Canada) unit has teamed up with SCI, a provider of supply-chain solutions headquartered in Toronto, and with 27 distribution centres spread across Canada.

Reckitt Benckiser brought the Enfamil brand into its nest of products when it acquired US infant-nutrition manufacturer Mead Johnson in 2017, including the Gentelease and Nutramigen labels, as well as Enfamil. RB is also the owner of Dettol and Durex, along with the consumer-health brands Nurofen and Strepsils.

“This unique D2C offering will allow parents to have peace of mind by ordering all their infant-nutrition products direct from the manufacturer,” according to a statement today (20 November). “Additionally, RB Health (Canada) will offer its customers special product promotions and additional support resources to help families navigate the early years of childhood.”

Peter Tostevin, SCI’s vice president for healthcare, said the D2C business is becoming a key area for FMCG companies, and the company will look to “rapidly expand in the near future”. 

European dairy giant Arla Foods announced in October it had kicked off a similar service in the UK for organic infant formula and baby food. And earlier this month, New Zealand-based formula business A2 Milk Co. formed a direct-to-consumer sales agreement with e-commerce firm Catch Group.