Just over a year after first launching to Australian customers, vegan infant formula manufacturer Sprout Organic has scored a major distribution deal with Chemist Warehouse.
The partnership will see Sprout Organic, founded by CEO Selasi Berdi, take a slice of Australia’s $24 billion pharmacy market as the brand’s cans hit the shelves at Chemist Warehouse’s 500 retail stores across the country.
“Our mission has always been to provide an organic, intolerance-friendly formula to as many Australian families as possible,” said Berdie, also a former Gold Coast Titans player.
“Today marks a great day for us as it brings us one step closer to that mission with national ranging at Chemist Warehouse.”
Sprout Organic says the deal with Chemist Warehouse is a huge coup, considering the retailer’s dominance in the Australian pharmacy market.
According to IBIS World analysts, in 2019 Chemist Warehouse owned an estimated 26 per cent of Australia’s $16 billion retail pharmacy market.
In 2022, that same market is now worth $24 billion, of which Chemist Warehouse owns approximately 50 per cent.
Berdie hopes the brand’s organic and vegan offering will be a point of difference for consumers that are looking for health-conscious options for their kids.
Developed for babies under a year old, the formula is manufactured on the Gold Coast and consists of organic rice starch, organic oil blend, rice protein and more.
Its products also fill a gap in the market for children who are sensitive to common allergens, being free from ingredients that make up the bulk of allergic reactions (dairy, soy, eggs, wheat, fish and peanuts).
“We have a lot of mums coming in wanting recommendations in terms of what formulas to use, and we’ve definitely noticed an increase in the need for allergy-friendly formulas,” Chemist Warehouse pharmacist and manager Nana Yaa Donkor said.
The deal comes a few months after Sprout Organic beat out stiff competition at the World Food Innovation Awards to take home ‘Best Children’s Product’.
Sprout Organic was the only Australian company to win a category at the awards. The judging panel evaluated 272 entries from 22 countries across 25 categories.
"It’s a true validation of the last seven years of hard work in developing such a needed product, and we are so pleased to be able to provide parents across the world with this choice,” said Berdie at the time.
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