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Article: Look who's eating! (strong competition in baby food market; focus on baby foods and milk)
- Article from:
- Grocer
- Article date:
- June 17, 1995
- Author:
CopyrightCOPYRIGHT 1995 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The maxim "you are what you eat" applies in no uncertain terms to the baby food and drinks market.
Mothers and mothers-to-be are not only anxious, but determined, to do the best by their baby, and it is an emotional issue. While this is an excellent starting point for manufacturers, the market is also characterised by intense brand loyalty. So it is a battle not only to gain and keep the audience, but hopefully encourage them to switch from a competitor.
The major players are Heinz, Cow & Gate, SMA and Milupa. Then interestingly, Boots own brand and Sainsbury's First Menu come in front of Robinsons and the rest. As far as these companies are concerned, 1994 ...