Nuchev’s goat milk formula brand Oli6 will be stocked in Coles supermarkets following its introduction through pharmacies.
Goat milk formula represents around 10 per cent of total Australian formula sales, with an annual turnover of more than $100 million.
Coles Senior Category Manager Karly Oranin said the Oli6 distribution partnership reflected the growing popularity of goat’s milk products, which are widely recognised as having natural health benefits.
“Demand for goat milk formula continues to grow at a rapid pace and we are excited to have partnered with Nuchev, so that we can make their premium Australian-made goat milk formula available for our customers,” Oranin said.
Nuchev Founder and Chief Executive Ben Dingle said the company’s expansion into Coles followed a deliberate strategy to first establish the Oli6 brand in the pharmacy channel.
“When we launched Oli6, the goat milk formula segment was not as well recognised. To help parents understand the benefits of Oli6, we used the pharmacy channel to build direct engagement and highlight the benefits of our Oli6 goat milk formula brand,” he said.
“Pharmacy for many parents is their first source of credible advice. The results have been outstanding, with Oli6 not only the fastest growing infant formula brand in the pharmacy channel, but also the largest Australian goat brand.”