The Aptamil ADVANCED formula milk range is being launched by the brand as a replacement to its Aptamil Profutura line that will provide parents with several premium options to provide for their youngster.
The product line consists of three products in all including the Aptamil ADVANCED Infant Milk, the Aptamil ADVANCED Follow-On Milk and the Aptamil ADVANCED Toddler Milk, which are for infants, child aged six-months and one-year, respectively. The products come packaged in 800-gram tins that are recyclable and constructed with 50% less plastic than the brand's previous packaging.
Danone Marketing Director Sarah Cumming commented on the launch of the Aptamil ADVANCED formula milk range saying, "As a business, we’re always listening to parents and other caregivers to draw insights to enhance and evolve our products to ensure they continue to meet their needs. Rebranding our most advanced* formulation as just that, Aptamil ADVANCED Follow On Milk and Toddler Milk, simplifies the purchasing decision when consumers are selecting which formula to put in their basket instore or online – it now literally does what it says on the tin! We hope the new name will make our premium range that bit more accessible to new and existing buyers."
Premium Infant Formula Ranges
Aptamil ADVANCED is Being Launched in Three Varieties
Trend Themes
1. Premium Formula Milk - The Aptamil ADVANCED range provides a premium formula milk option for parents with babies and young children.
2. Sustainable Packaging - The 800-gram tins in which the formula milk is packaged have been designed with 50% less plastic, providing an opportunity for the industry to focus on sustainable packaging solutions.
3. Consumer Insight-driven Product Development - Danone's Aptamil ADVANCED rebrand and product line-up shows how listening to consumers can drive innovation in the infant formula market.
Industry Implications
1. Infant Formula - The launch of Aptamil ADVANCED presents opportunities for the infant formula industry to create premium, sustainable products driven by consumer insights.
2. Packaging - The creation of a more sustainable packaging solution for infant formula can set a precedent for sustainable packaging innovations in other industries.
3. Consumer Goods - Danone's Aptamil ADVANCED range serves as an example of how consumer insights can drive innovative product development in the consumer goods industry.