Since launching in 2021 with the support of local independents Foodland, Drakes and National Pharmacies, the award-winning brand has won plenty of fans and awards alike as they secured national distribution through the pharmaceutical chain Chemist Warehouse just over two years ago. Speaking in Sydney last week during their rollout into Woolworths, co-founder and New Business Director Belinda Humphris spoke of their growth.
“After less than five years in the market, more parents are choosing mumamoo in pharmacies than almost any other brand, and now we’re excited to be able to help parents access our leading formula in the supermarket at Woolworths,” says Belinda.
“We know what it’s like to be a busy parent – especially the sleep-deprived early years. We’re thrilled that through the ongoing support of our customer, we have been able to take on the big brands and offer the consumer a wholly 100% Australian Made, Owned & Manufactured option in their local supermarket,” Belinda explains.
It’s no small feat that a local South Australian brand has been able to challenge market share in the infant formula category, given the domination of heavyweight brands that dominate every supermarket aisle in Australia. Through their combination of premium formulation and intimate understanding of the customer journey, mumamoo has carved out its own space in the hearts and minds of parents across Australia.
“With eight kids between us and with reasons to incorporate formula into our feeding journeys that truly reflect our customer’s experience, we know what it’s like to feel overwhelmed by the choice and completely unsupported with the lack of information available for parents,” Belinda explains.
mumamoo is well known for championing the rights of parents to make informed decisions around their feeding journey, even donating a portion of all online sales to PANDA (Perinatal Anxiety & Depression Australia).
“There is so much work to be done to support parents during this emotional time,” says Belinda.
“With little to no information available through the health system, we want to normalise the conversation around feeding so our customer can experience a more supported, informed and empowered parenting journey.”
To find mumamoo near you, head to: Store Locator – mumamoo
