Bubs Australia (ASX:BUB) A2 beta-casein protein infant range to hit the market

• Bubs Australia (BUB) launches “most advanced” infant formula range with natural A2 beta-casein protein
• The company says the product combines A2 beta-casein protein milk with a “super premium” formulation and appeals to Australian and Chinese parents
• From May, the new range will be stocked in 500 Coles supermarkets, expanding the shelf presence of its existing product lines
• Bubs distributor Willis Trading’s first purchase order is valued at $32.9 million and will see Supreme distributed to the daigou channel over the next six months
• BUB shares 4.65 per cent higher at 45 cents

Bubs Australia (BUB) has launched its Supreme infant formula and toddler milk with natural A2 beta-casein protein.

The company said the Supreme product was its “most advanced” formulation, with higher levels of Omega-3 and Omega-6, a synbiotic blend of prebiotics and probiotics, lutein to support normal eye health and vitamins and minerals for optimum nutrition.

Bubs said a product combining A2 beta-casein protein milk with a “super premium” formulation would have strong consumer appeal for Australian and Chinese parents, based on feedback from families.

Supreme builds on the company’s Organic grass-fed formula, which saw 93 per cent domestic gross revenue growth in the first half of the current financial year.

Bubs said it expects its entry into the A2 beta-casein protein segment being equally well received.

From May, the new range will be stocked in 500 Coles supermarkets, expanding the shelf presence of existing product lines including its goat and cow milk formulas.

Bubs said Supreme allows the business to access the global A2 beta-casein protein milk market, currently valued at US$1.23 billion and tipped to double in four years.

Through an equity-linked strategic partnership, Bubs’ lead distributor in the daigou channel Willis Trading (Alpha Group)’s first purchase order for the Supreme product is valued at $32.9 million, which will be produced and distributed to the channel over the next six months.

After recently marking a record increase in scan sales and doubling of market share to 3.9 per cent, Bubs Executive Chairman Dennis Lin said the company believes “the launch of an A2 beta-casein protein formula range will provide strong support for future global growth momentum towards its goal of becoming the infant nutrition brand of choice”.

BUB shares were trading 4.65 per cent higher at 45 cents at 11:58 am AEDT.