Hipp Organic has unveiled three formula milk ranges, including the brand’s first two specialist milks.
Designed to ease feeding problems such as colic, constipation and reflux, the specialist Hipp Comfort Infant Milk and Hipp Anti-Reflux Infant Milk (rsp: £10.99/800g) are suitable from birth onwards.
Also being launched is Growing Up Milk 4 (rsp: £6.49/600g), an addition to the brand’s core range, and suitable for toddlers from the age of two. The NPD contains higher levels of iron and vitamin D compared with semi-skimmed cows milk, according to Hipp.
All three products are now in Sainsbury’s and will roll out to Morrisons and Ocado from late August.
The launch comes after many Hipp products were delisted from Booths in favour of smaller babyfood brands, such as Piccolo and Babease. The brand hopes the latest SKUs will strengthen its value share in the £434.4m babymilk category [Nielsen 52 w/e 23 April 2016].
“With our new range, we are providing a product for every stage and some common feeding problems from birth,” said Nicola Tatum, group manager for milks.
“We are continually looking to fulfil unmet demands and opportunities and are committed to an exciting pipeline of NPD in milks that will create new category growth opportunities for retailers.”