Morrisons Assists The Rebirth of British Infant Formula
A British-made infant formula will be sold in a ‘big four’ British supermarket for the first time in more than 9 years, as ‘Kendamil’ goes on sale in 150 Morrisons stores UK-wide. The introduction of Kendamil into Morrisons will allow parents who want to extend their buy-British credentials to their baby and toddler milk purchases to now do so.
‘Kendamil Infant Formula’, endorsed by Red Tractor for its British farm-fresh nature, is red, white and blue through and through, with its full-cream recipe drawing on the natural goodness of British cow’s milk sourced from 220 farms around the Lake District, which give the brand enviable provenance.
Sourcing its milk from British dairy farmers in the country’s second largest milk pool, this top quality, unique infant formula brand is the only one manufactured in Britain.
The arrival of Kendamil on Morrisons’ shelves is accompanied by that of Kendamil cereals, which use infant-formulated cow’s milk and nutritious, preservative-free dried fruit, and only require water to prepare.
Though the name may be new, the factory behind the product has been producing infant formula for leading global brands for over 55 years. The state-of-the-art facility is located in Kendal, the gateway to the English Lake District.
The ‘Kendamil’ team has channelled its experience to bring about the rebirth of British infant formula and develop a brand driven by nutrition-focused innovation. Kendamil Infant Formula uses a traditional recipe containing the full-cream nutrients and essential fatty acids from cow’s milk, which rejects the option of using cheaper vegetable-based oils that lack the same nutritional functionality. It is additionally palm oil-free and contains no fish oils or GMOs. Its palm oil-free composition allows consumers to support sustainable principles and is also compelling at another level – that of digestion and nutritional health.
“Parents using a weaning milk formula, who want to buy British and support British farmers can now switch brands to do so,” says Kendamil CEO, Ross McMahon. “With Kendamil the British consumer is now also able to see where their tin of infant formula is actually manufactured.
“We thank Morrisons for understanding the product benefits, supporting a British company and helping us to create a renaissance for British infant formula. We know parents will have lots of questions to ask and, therefore, as we roll out our British brand across the country and we are here to answer them and are always happy to talk.”
Kendal Nutricare, the company behind Kendamil, has already received many accolades, most recently becoming UK Business of the Year in the national FSB and Worldpay UK Business Awards 2017, as well as being the national winner of the Export Award.
Earlier this year it won the Greater China ‘Rising Star’ Award in the Greater China Awards and its CEO, Ross McMahon, was named the IOD ‘Start-Up Director of the Year’ Award in the North West region.