Bubs Australia enters agreement for goat milk infant formula in China

Oct 3, 2022
1 min read

Bubs Australia has entered into a binding agreement with Heilongjiang Ubeite Dairy Group (HUG) to manufacture and distribute Bubs' Chinese label goat milk infant formula in China. The “ultra-premium” infant formula will be made according to new Chinese standards that will come into effect in February 2023. The formula has been specially developed for Chinese infants using easily-digestible A2 goat-milk protein, sn2 palmitate (OPO), lactoferrin prebiotics and nucleotides. HUG has commenced submission with the State Administration for Market Regulation (SAMR) to renew its existing registration in line with China’s new GB standards for exclusive use under the Bubs brand. Bubs founder and CEO, Kristy Carr, said: “We are pleased to announce this important milestone for the company to renew an existing registered SAMR brand slot for Bubs China label goat infant formula products in partnership with a reputable Chinese infant formula manufacturer”. She continued: “Over the past six years, Bubs has built strong brand trust and loyalty with Chinese families through marketing and selling Bubs English label infant formula products in the cross-border eCommerce (CBEC) channel, which accounts for around 20% of total infant formula sales in China.” If approved by SAMR, the formula will give Bubs access to the remaining 80% of China's AUD 40 billion ($25.9 billion) infant formula market. Bubs will also enter into a joint venture agreement with Zhitong (Hangzhou) Health Technology to distribute its Chinese label goat infant formula products, which will see the company holding a 75% interest in the newly created joint venture. Bubs Australia expects to launch its product in the second half of FY23, subject to receiving SAMR approval.

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Leah Smith

8 May 2026

New products

Ella’s Kitchen launches new children's snack range

Ella’s Kitchen is expanding beyond the baby food aisle with the launch of Ella’s Kitchen Kids, a new product line aimed at children aged 18 months and older.

The launch marks a significant strategic move for the brand as it looks to extend its presence beyond the weaning category and capture growing demand for healthier snack options for toddlers and young children.

Positioned as a “better-for-you” alternative to traditional children’s snacks, the new range combines bold flavours, playful branding and convenient formats with the nutritional standards parents associate with the Ella’s Kitchen brand.

The company said the range was developed in response to changing family eating habits and the lack of minimally processed snack options for older toddlers outside the baby aisle.

Initial products include Ella’s Kitchen Kids Crunchy Stix in Cheese + Onion, Tomato + Basil and Pesto varieties, alongside Ella’s Kitchen Kids Wild Crackers available in Tomato + Oregano, Pea + Basil and Carrot + Rosemary flavours.

Designed for lunchboxes, picnics and snacking occasions, the products are formulated with reduced salt levels and classified as non-HFSS options. According to the company, the Crunchy Stix contain less than 0.04g of salt per pack, while the Crackers contain less than 0.05g per serving.

Emma Wood, Senior Brand Manager at Ella’s Kitchen, said: “Ella’s Kitchen Kids is about recognising that the journey doesn’t stop at baby food. As little ones grow, their tastes, independence and routines all change – but parents still want options they can feel good about.”

The launch also signals Ella’s Kitchen’s wider ambitions within the children’s snacking market, with additional products and categories expected later this year.

Wood added that the company aims to help “raise the standards of the kids’ food category” by balancing taste, convenience and nutrition.