Danone has announced the launch of the "first ever" formula milk in the United Kingdom to be sold in a pre-measured tab format. The company says that it is introducing this format innovation in the UK in response to parents’ desire for greater convenience and ease when preparing formula milk feeds.
According to research conducted in 2018 with more than 1,300 UK mums, ‘convenient for feeding-on-the-go’ was the 2nd most important criteria mums cited. Close to a third of those surveyed (31%) also said they looked for ‘greater convenience when preparing a formula feed’. The company says that this new formula milk tabs dissolve easily, with one tab equal to one standard scoop of powdered formula. The new pre-measured tab format will be made available in packs of 24 sachets, with each sachet containing five tabs. Danone expects the new format to help cut down on mess when preparing a formula feed, making the new format useful – in particular for night-time feeds. Besides allowing for more accurate measurement and less wasted formula, the new format helps provide "extra reassurance" – in particular for parents who favour formats that emphasize hygiene.
Asked about how the new tab format affects the amount of packaging being used, Jean-Michel Lequin, Director of Danone’s Wexford, Ireland, formula milk production facility, told Packaging Europe: “There is slightly more packaging than with other formats. However, compared with other formats, the proportion of recyclable packaging is greater. The outer box is already fully recyclable. The sachet, in which the pre-measured tabs are packaged, is not yet fully recyclable. However, we’re working on plans to make the entire packaging – including the sachet – recyclable. To that end, we’re currently testing various recyclable materials for the sachets that also meet our high quality and safety standards for formula milks. In the formula milk category, our top priority of course is the quality and safety of our products, since they’re for our youngest, most vulnerable consumers. So, we use packaging material that ensures our formula milk powders remain sealed, secured, and safe throughout their shelf life.”
He adds that the sachets consist of multi-materials that meet Danone's high quality and safety standards for baby formulas and ensure that the formula milk powders remain sealed, secured, and safe throughout their shelf life. "We’re currently testing various materials – including mono-materials – to make the sachets recyclable. Of course, these materials will need to meet our high quality and safety standards for formula milks. The pre-measured tabs are not individually wrapped, and are sold in packs of 24 sachets, with each sachet containing five tabs."
Danone is producing formula milk in a pre-measured tab format at Danone’s formula milk production facility in Wexford, Ireland, through a manufacturing partnership with Japanese food manufacture, Meiji. The exclusive memorandum of understanding (MOU) between Danone and Meiji covers the production of this format innovation through which Danone is combining its formula milk recipes with Meiji’s patented tab production technology.
Jean-Michel Lequin, Director of Danone’s Wexford, Ireland, formula milk production facility, explains, “At Danone, we’ve seen how in other food categories – like coffee and culinary stocks – introducing portion controlled and dosed formats has been a game changer for consumers, who look for more convenience and ease. That’s why we’ve worked with Meiji to set up a production line for pre-measured formula milk tabs at Danone’s formula milk production facility in Wexford, Ireland to serve the UK market.”
Following a successful launch of this format innovation in the UK, Danone plans to begin offering this new format in other countries in Europe as of 2022.
