New format developed to make preparing formula milk simpler & more convenient
Danone announces the launch of the first ever formula milk in the United Kingdom to be sold in a pre-measured tab format. Danone is introducing this format innovation in the UK in response to parents’ desire for greater convenience and ease when preparing formula milk feeds.
In commenting on the launch, Gustavo Hildenbrand, General Manager UK & Ireland, Danone Specialized Nutrition, explained, “Breastmilk is the gold standard when it comes to feeding babies. But if parents feel they need to move on from breastmilk, they tell usthey’re looking for ways to make a formula milk feed simpler and more convenient.”
According to research conducted in 2018 with more than 1,300 UK mums, ‘convenient for feeding-on-the-go’ was the 2nd most important criteria mums cited. Close to a third of those surveyed (31%) also said they looked for ‘greater convenience when preparing a formula feed’.
The new formula milk tabs dissolve easily, with one tab equal to one standard scoop of powdered formula. The new pre-measured tab format will be made available in packs of 24 sachets, with each sachet containing five tabs. Danone expects the new format to help cut down on mess when preparing a formula feed, making the new format useful – in particular for night-time feeds.
Besides allowing for more accurate measurement and less wasted formula, the new format helps provide extra reassurance – in particular for parents who favour formats that emphasize hygiene. The new format will be available exclusively via the UK’s leading health & beauty retailer, Boots, under the Aptamil brand.
Danone is producing formula milk in a pre-measured tab format at Danone’s formula milk production facility in Wexford, Ireland, through a manufacturing partnership with Japanese food manufacture, Meiji. The exclusive memorandum of understanding (MOU) between Danone and Meiji covers the production of this format innovation through which Danone is combining its formula milk recipes with Meiji’s patented tab production technology.