Formula milk feeding: new format for greater convenience

Danone has launched the first ever formula milk in the United Kingdom to be sold in a pre-measured tab format

A father feeding a baby

Bringing greater convenience to formula milk feeding

Recent market research indicates European consumers, who use formula milk products on a daily basis, are looking for innovations that can make preparing formula milk feeds more convenient1. Danone believes this new pre-measured tab format can offer that convenience.

This format innovation will ensure parents have an accurate amount of formula when preparing a formula milk feed, providing greater confidence when they need it – whether for night feeding, delegating feeding or for occasional formula milk feeds. The new format will also help reduce mess and wasted formula milk when preparing a feed – providing extra reassurance – in particular for parents who favour formats that emphasize hygiene. Compact and lightweight, the pre-measured tabs are also easy to carry and store. Danone is introducing formula milk in a pre-measured tab format in the UK under its Aptamil* brand.

*Aptamil follow-on milk


Partnering with Meiji to offer pre-measured tab format for the first time to consumers in Europe

Danone is producing this format innovation at its formula milk production facility in Wexford, Ireland, as part of a manufacturing partnership with the Japanese food manufacturer, Meiji. Through this partnership, Danone is combining its formula milk recipes with Meiji’s patented tablet production technology, to bring this convenient format to consumers in Europe. To do so, Danone has installed Meiji’s tablet production technology at Danone’s facility in Wexford, Ireland.

Meiji has pioneered a technique2 that applies compression and humidification to powdered formula milk, resulting in a crumble-resistant cube of formula, which readily dissolves in hot water. Jean-Michel Lequin, Director of Danone’s Wexford, Ireland, formula milk production facility explains: “We believe Meiji’s tablet production technology combined with Danone’s formula milk recipes has the potential to revolutionise the formula milk category in Europe. Shun Yoshioka, Managing Director of Meiji Food Europe, added, “Meiji’s patented tablet production technology uses simple processes of compression and humidification without the need for additives, to achieve a long-lasting product. We’re pleased to be partnering with Danone to bring this innovation in the formula milk category to consumers in Europe for the first time.”

By producing formula milks at Danone’s facility in Wexford, Ireland, using Meiji’s tab production technology, Danone can also source and produce formula milk in this new pre-measured tab format locally for the UK and, eventually, other European markets. That will help reduce the carbon footprint and supports Danone’s ‘One Planet. One Health’ frame of action – a conviction that the health of people and the planet are interconnected.

Following a successful launch in the UK, Danone plans to begin offering this new format in other countries in Europe as of 2022.

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References:

  1. Commissioned research conducted by Ipsos in 2019 with mothers of babies using formula milk to identify pain point with the packaging during the formula milk usage journey.
  2. https://www.meiji.com/global/about-us/research-and-development/food-and-nutrition/meiji-innovations/infant-formula/

IMPORTANT NOTICE: Breastfeeding is best. Infant milk is suitable from birth when babies are not breastfed. Follow-on milk is only for babies over 6 months, as part of a mixed diet and should not be used as a breastmilk substitute before 6 months. We advise that the use of formula milks and the decision to start weaning should be made only on the advice of a doctor, dietitian, pharmacists or other professional responsible for maternal and child care based on a baby’s individual needs.

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