Danone has launched its new Cow & Gate 600g Follow-on Milk powder pack to help support budget-conscious families. The new pack is Cow & Gate’s lowest-priced Follow-on Milk pack based on RRP per unit (£7.50 RRP) compared to the other powder formats in the range.
The brand pointed to research that found 35% of parents with children aged 6-12 months manage their budgets on a weekly basis, and 69% of parents feel worried about costs when providing for their baby. 68% of parents stated that a smaller pack would help them pre-pay day.
The product is available in Tesco and Asda, with rollout to other retailers planned in 2024.
Dillon McEvoy, Head of Marketing for Cow & Gate, said: “We understand that families approach their budgets in different ways, with many especially conscious of their weekly budgeting. So, we wanted to offer a smaller follow-on milk pack at a low price to support budget-conscious families and ensure parents are still able to access formula.”
NAM Implications:
- An easier way of accessing baby food for cash-strapped Mums on a weekly income.
- (Continuing cash shortage: all the more reason for the government to allow promotion and discounting on infant foods as a direct benefit for voter-Mums?)
