How Bubs Australia Started
Despite her search in local grocery stores, the aisles didn’t bear many options for clean, organic nutrition – the very building blocks of the Bubs range. Things have changed a lot since those days, and Bubs has been at the forefront the whole way.
Bubs’ second product category, Goat’s Milk Formula, was again inspired by Kristy’s first daughter, who developed sensitivities to cow’s milk at a young age. Making the switch when she was six months old was a game changer for Kristy’s family and sparked a new goal: to share the benefits with other families.
Vision and Values
When it comes to feeding babies and toddlers, Bubs are the clean nutrition experts. Bubs’ vision of setting little ones up for a lifetime of good eating habits and providing them with the best start makes us a market leader and a trusted choice.
With an increasing interest in the benefits of going organic, not to mention a desire for increased sustainability and transparent manufacturing practices, savvy customers are on the lookout for brands they can trust – and it’s even more important when it comes to feeding kids.
“I always stayed true to what inspired me in my kitchen as a new mum,” explains founder Kristy. “Clean nutrition – no added sugars, corn syrup, GMOs, growth hormones or other nasties – and traceability of ingredients.”
Bubs’ organic growers and suppliers are passionate advocates for sustainable farming practices and providing nutrient-rich produce to nourish small bodies, aligning beautifully with Bubs’ values.
Our Product Range
Already well-versed in the benefits of organic food and superfoods, and a firm believer in food as medicine, Kristy spent a lot of time in her kitchen crafting delicious, wholesome meals for her first baby – and it was here her first line of food for little ones was born. The inspiring mum of three created her very first recipe using organic sweetcorn, pumpkin and chia seeds. This led to Australia’s first line of organic baby superfood pouches in 2006.
The later addition of goat’s milk formula to the range resulted from Kristy’s own daughter having cow’s milk sensitivities. Kristy embarked on a journey to develop a fortified Australian goat milk formula and then an organic grass-fed cow’s milk formula, turning to the very best scientists, registered dietitians specialising in infants and toddlers, regulators and – of course – goat and dairy farmers in the Southern Hemisphere. The result? Clean Label Project Purity Awards given to Bubs’ formulas.
March 2022 saw the launch of Bubs Supreme infant formula and toddler milk, which feature natural A2 beta-casein protein (research suggests A2 beta-casein protein cow’s milk may be gentler on little tummies than regular cow’s milk) and, as with all Bubs products, contain ‘clean label’ ingredients – no GMOs, no artificial colours or preservatives, and no maltodextrin, corn syrup or palm oil.
Bubs Going International
Bubs is an Australian brand with incredible international reach. Bubs Goat Milk Formula is the hero product across the Asian market, with Australian dairy products coveted by Asian consumers, who value the high quality of Australian products and the pristine environment in which we live. With a high propensity for lactose sensitivities, easier-to-digest goat’s milk is a fantastic option for many Asian consumers.
There is also an incredible growth opportunity for Bubs in the US market. Bubs Australia Toddler Formula launched in the US in September 2021, and in May 2022, President Biden’s administration launched the Operation Fly Formula initiative to speed up the import and delivery of infant formula for American families. In July 2022 alone, approximately 144 tonnes of Bubs Organic Infant Formula S1, Bubs Organic Follow-On Formula S2, Bubs Supreme Infant Formula and Bubs Supreme Follow On Formula, Bubs Goat Milk Infant Formula S1 and Bubs Goat Milk Follow On Formula S2 were air transported to California and Ohio.
What’s Next For Bubs
Bubs is going strong – and shows no signs of slowing down. “Our global expansion is a key part of our growth trajectory moving forward across the globe,” explains founder Kristy. The company’s main efforts going forward will continue to focus on growing in the US and China markets, with plans to take the full product range to the US in the near future. But they won’t be forgetting their Aussie roots, adds Kristy, who vows to make sure not to “lose sight of [the fact] that we are a true authentic Australian brand”.