Leading Aussie organic infant formula brand Bubs Australia has entered the vitamin and mineral supplements category through an agreement with Chemist Warehouse for its new Vita Bubs infant and children’s VMS range. Vita Bubs will be ranged in 400 stores of Australia’s biggest pharmacy.
The move increases Bubs’ portfolio in Chemist Warehouse to 40 lines.
“The vitamin and mineral supplements category provides Bubs with the opportunity to leverage our unique positioning as a children’s nutrition and Australian goat dairy specialist with the launch of a complementary band extensions into this material $2.3 billion category,” founder and CEO Kristy Carr said.
“The move into the VMS category is consistent with our strategy to evolve into high margin adjacent categories where we know our end consumers”
“The move into the VMS category is consistent with our strategy to evolve into high margin adjacent categories where we know our end consumers and can leverage existing corer competencies and brand reach across multiple children’s feeding and health settings,” she added.
The Vita Bubs announcement comes hard on the heels of upbeat financial reports at Bubs. Its FY20 gross revenue increased 32% to $62 million while second half FY20 gross revenue grew 28% compared to the corresponding period, despite COVID-19 impacts.
As well distribution throughout Australia via its deal with Chemist Warehouse, Bubs expects to roll out the Vita Buns range to export markets later in 2020, including China, Hong Kong, Vietnam and malaysia.