Aptamil Follow on Milks ‘Product of the Year’ Pre-Measured Tabs go live across major retailers

Aptamil, the UK’s leading baby and toddler milk brand has announced the roll out of its award-winning Pre-Measured Tabs at major retailers ahead of an extensive summer marketing campaign, going live at the end of May. It follows the exclusive and highly successful launch of the unique Tabs format in Boots a year ago, with the Follow-on Milk version being nominated by consumers as the winning innovation in the follow on milk category of the 2022 Product of the Year awards.

The only product of its kind across Europe, the launch of this exciting format in the UK is thanks to an exclusive manufacturing partnership withthe Japanese food company, Meiji. Meiji has experienced a high level of success with Tabs since their launch in 2007.

Aptamil Follow-on Milk Tabs were created to meet three key consumer needs: convenience, accuracy and portability. With each tab equivalent to one standard scoop of formula, the pre-measured tabs are simply dissolved in water[4], offering a mess-free alternative to powder products. They also provide parents and caregivers ease, accuracy and convenience while on the go, as well as in scenarios like night-time feeds or delegated feeding, in comparison to powdered formulas.

Available in Sainsbury’s, Morrisons, Tesco and Amazon, with Waitrose to launch in April and Asda in July, Aptamil Pre-Measured Follow On Milk Tabs come in boxes of 24 sachets, each containing five tabs. From the end of May, a £3.2m consumer marketing campaign will reach audiences across multiple channels. This will include TV, social media, display and search activity, with additional PR activations throughout the summer.

Sarah Cumming, UK consumer marketing director for Danone Specialised Nutrition, commented: “We’re continuously listening to parents and caregivers to deliver new innovative products and formats that meet real needs. Our compact, pre-measured Aptamil Follow-on Milk Tabs were inspired by parents looking for even more convenient preparation options while juggling the challenging demands of family and working life at home. They’re all about providing a mess-free option for parents and carers, in comparison to our powders, making feeding little ones that bit easier while on the go and under time pressure. No scoops, no mess. No measuring, less fuss.

“We’re extremely proud of Aptamil Follow-on Milk Tabs’ success to date, not least the Product of the Year recognition, which is voted for by consumers. We look forward to seeing demand continue to grow as Aptamil Follow-on Milk Tabs become more widely available in retail partner stores and the marketing campaign hits shop aisles and screens.”

The Aptamil Follow-on Milk Tabs packaging is aligned to a recent visual identify refresh across the wider Aptamil brand range of products. The RRP for Aptamil Pre-Measured Follow-on Milk Tabs is £12.50* for 24 sachets (5 tabs in each sachet).