Follow-on and toddler milk brand Aptamil has announced the relaunch of its premium formula milk range Aptamil Profutura under the new name Aptamil Advanced.
The product will offer the same formulation but with a new brand identity, designed to help customers more easily navigate the range.
The revamp follows a wider brand refresh across Danone’s Aptamil label, supported by a £3.5m marketing campaign to be rolled out next month. The campaign will reach audiences across multiple channels and touchpoints including TV, social media, in-store displays, and shopper and earned media.
“Rebranding our most advanced formulation as just that, Aptamil Advanced Follow On Milk and Toddler Milk, simplifies the purchasing decision when consumers are selecting which formula to put in their basket in-store or online – it now literally does what it says on the tin,” said Sarah Cumming, UK marketing director for Danone Specialised Nutrition.
The rebranded range will also be sold in new, more sustainable packaging. The powder comes in 800g recyclable tins (rsp: £16/800g) containing 50% less plastic than previous packaging. The tins also have a triple safety seal to ensure freshness and safety.
The range is being rolled out to all major retailers including Asda, Tesco, Morrisons and Sainsbury’s, to be completed by the end of March.
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