Plum Organics bids for slice of $4bn infant formula category
By Elaine Watson
- Last updated on
It's taken the $1.6bn babyfood category by storm, but can it carve out a niche in the $4bn infant formula market? Ben Mand, SVP marketing and brand innovation at Plum Organics, which has just launched an organic formula using organic lactose rather than maltodextrin, corn syrup solids or glucose syrup as its key carbohydrate source, doesn't see why not.
"It's a giant, sleepy category, and parents want organic products, which are growing at 30% YoY while the overall category is flat."