Grass-Fed Infant Formula an Industry First
Munchkin Inc, a California-based infant and toddler products company, has vowed to scale up its 
presence in the Chinese market by providing more of its high-quality products. The company has entered into the infant formula market with the launch of Grass Fed, a formula that uses 100 per cent milk from grass-fed cows as its dairy source. This is a first in the industry, as most such products use milk from cows that are fed with a mix of grain rations and grass. The infant formula uses milk produced in New Zealand and became available to Chinese consumers on cross-border e-commerce platforms seven months ago, with the product witnessing substantial growth, according to Steve Dunn, founder and CEO of Munchkin. “Chinese consumers have been really receptive to the product and its proposition. The reuse rate is extremely high. We see a robust market there owing to Chinese mothers’ preference for safer and more premium baby formulas, the consumption upgrade and the universal second-child policy, that have helped to adopt and grow this new category and lead a new trend,” he said…… Read