Nestle launches high-end milk powder

Leading food and beverage producer Nestle has launched a high-end milk powder for mothers in China, in collaboration with JD and baby product retailer Leyou, to earn more Chinese market share for the competitive maternity dairy product.

The powder is the first product of this type by Nestle product to contain A2 beta casein. Nestle also has other maternity and baby nutrition products in the Chinese market.

Nestle said the milk powder uses the A2 milk source, which passes DNA screening in pastures selected by Nestle and uses pure A2 cows. It provides A2 beta casein and makes moms' intestinal tracts more comfortable, contains nutritional ingredients and helps moms with weight management.

Binu Jacob, senior vice-president of the Baby Nutrition Business Unit for Nestle China, said: "Nestle Infant & Mom has been devoted to providing high-quality, innovative and scientific nutrition and service for the first 1,000 days of life.” He estimated about 80 percent of the sales of this product will come from first- and second-tier cities in China.

Nestle is one of many milk powder brands that have developed specific products for mothers and expectant mothers, a rapidly growing market in the country despite its smaller scale compared with the infant and baby formula milk powder market.

Nestle's new maternity milk powder products will be available on JD next month. Jiang Longwu, who is in charge of the milk powder complementary food, maternity-baby procurement and sales department of JD, said JD has attached importance to maternity-baby health and safeguarded the healthy growth of infants. He added JD gives support to the product in terms of marketing, big data and logistics.