news Published on June 2, 2021

The Development and Growth of the Brand Kabrita of Ausnutria

Ausnutria supports the growth and development of children worldwide with their infant formula products. One of their areas of expertise is goat milk nutrition. Ausnutria has built a broad experience in the development, production, and research into goat milk products, all while building a strong foundation for the global success of their brand Kabrita.

The home base of Ausnutria B.V. lies in the Netherlands. Its Dutch headquarters and five production sites are located there. From the Netherlands, the company exports its products to more than 60 countries worldwide. Their brand Kabrita is available in over 30 countries. To make their products worldwide available Ausnutria works together with teams in the Middle East, Russia, the United States, Europe, Brazil, China, and now in Mexico.

Lammert Fopma, Business Lead Global Branded Sales at Ausnutria, is responsible for the worldwide growth and sales of the brand Kabrita. Lammert: “Our Kabrita products have evolved to be the world’s leading goat milk-based infant formulas. We were able to achieve that position in a fairly short time, within 10 years. We are proud of the fact that more than 1.5 million children worldwide are now being raised with our nutrition based on goat's milk.”


Mexico

This growth is achieved through further growth in countries where the brand is already available, but also through expansion into new countries. That is an extra challenge in corona time. Yet growth was also achieved in 2020. Lammert: “In 2020 we started activities in Mexico. We have set up our own sales office there. We were delayed due to corona, but in August last year we were able to fill the first shelves in the stores in Mexico!”


Alan Henderson, General Manager at Ausnutria Nutrition Mexico SA, with his team is responsible for the sales of Kabrita in Mexico. “Many young Mexican parents are looking for good, premium products for their children, with our Kabrita brand we meet this demand.” Mexico is one of the most important markets in Latin America and has the highest infant nutrition sales in the region of Latin America. Especially the share of premium infant nutrition on the Mexican market is larger than in other countries. There is an increase in the number of women entering the workforce. These women need to be able to make the best choices about how they feed their babies.

Breast milk is considered the golden standard and Ausnutria supports breastfeeding as the best choice for babies. For babies that are not breastfed, they offer high-quality infant formula. This is why Mexico is an important market for Ausnutria.


The Future

In addition to the growth of the Kabrita brand, you can generally see that the demand for an infant formula based on goat's milk is growing. Lammert: “With our brand Kabrita, we are leading in this development. Leading does not only mean being the largest but also leading in innovation, and making the unique properties of goat's milk available worldwide.

This publication was written and sourced by Ausnutria and Kabrita Mexico. We would like to thank our HHM Orange member for submitting this week's expert contribution