Nutricia aims to drive its share of the babyfood market with the relaunch of its Cow & Gate Jars and Olvarit range and the introduction of a new product in the follow on milk category. To satisfy increasing consumer demand for organic products, Olvarit is being relaunched next month as Olvarit Organic. The range will have organic recipes with no GM ingredients or pesticides. Cow & Gate Jars, while not an organic product, has redeveloped its recipes and will carry a no GM ingredients' declaration on pack. Both relaunches ­ which will be available in multiples by the end of March and by April in pharmacies ­ will be supported by ads in the mother and baby press, with national press ads for Olvarit Organic and radio ads for Cow & Gate jars. Cow & Gate is also relaunching its direct mail programme, In Touch, in March. Cow & Gate also hopes to grow the follow on milk market ­ which accounts for £49m of the £167m baby milks market ­ with the launch of Next Steps on February 21. Next Steps is positioned as a "third stage milk" for toddlers aged one and over and will be aimed at mothers who do not want to introduce cows milk into their baby's diet too early. Nutricia's trading director Richard Davies said it "bridges the gap between the activity/energy requirements of an infant and a toddler". Brand owner Nutricia has a 29% share of the £366.3m babyfeeding market [FSA]. {{P&P }}

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