South Australia’s female-owned baby formula is a winner

An Adelaide-based women-run baby formula company is taking on a $70 billion industry after a group of mums noticed a gap in the market.

Mar 08, 2024, updated Mar 14, 2024
Australian owned and manufactured, mumamoo is taking on the infant formula industry. Photo: mumamoo

Australian owned and manufactured, mumamoo is taking on the infant formula industry. Photo: mumamoo

Launched in 2021, mumamoo is run by four mothers, with co-founder and 40 under 40 alumni Kristina Scutella telling InDaily the women each realised during their feeding journeys that the formulas they were using were internationally made and owned.

“We have a beautiful dairy industry here in Australia that it’s a no-brainer why we don’t have more available options and affordable options on our Australian shelves,” Scutella said.

She said the founders carried out two years of research and development, working with leading paediatric dieticians and scientists to formulate an infant formula that met Australian standards.

“We’re really passionate about supporting local, so we only use 100 per cent Australian cow’s milk,” Scutella said.

“Mumamoo is the only all-female founded, female owned, female led infant formula company in Australia.

“Product aside… our core brand values are about supporting all parents, no matter what their feeding journey is, and certainly helping to remove the shame and guilt that’s still associated with formula feeding.

“With a healthcare system that’s designed to limit information around formula to protect breast-feeding rates, this still very much makes mums feel that they’re offering an inferior option.”

The brand was recently voted Australia’s favourite toddler milk for the second year in a row, an accolade which Scutella said helped the business reach new mothers.

“The support cap really switches off in the healthcare system when you need to formula feed,” she said.

“A lot of the time mothers are reaching out to sisters, their own mothers, people in their village and their circle as to what formula they would like to use.

“Mums are googling what’s the number one Australian baby formula… so having product review… really helps families to determine what’s right for them and their baby.”

Recognition such as this is especially important in the infant formula industry, as under the Marketing in Australia of Infant Formulas Agreement (MAIF), participating companies cannot advertise or promote formula.

Scutella said mumamoo worked with paediatric dieticians to create their winning formula. Photo: mumamoo

Scutella told InDaily mumamoo had become a “trusted” brand, which she felt was due partly to the group who founded the business having such a strong role in customer service.

“We’re very transparent about who is behind the business. We… speak first hand with our customers, and I just feel it really gives our business a level of trust that isn’t necessarily offered by other brands in our industry,” she said.

Scutella said mumamoo “really advocate[s] for the goodness of breast milk,” but that the founders have “walked in the shoes of new parents and we understand that no two feeding experiences are the same”.

“I think that’s where we are so unique in the market. We’re the only formula brand to really be advocating for the formula-feed families in Australia,” she said.

Mumamoo has taken out a number of awards during their short time on the market, including most recently Telstra’s Accelerating Women award in February this year, and the South Australian Business of the Year award last year.

“Winning these awards definitely affirms the work we’re doing…trying to create meaningful change and advocate for the rights of parents to make informed choices,” Scutella said.

Mumamoo is currently sold nationally through Chemist Warehouse and is available in South Australia at Foodland, Drakes and National Pharmacies, as well as online.

Nominations for InDaily and CityMag’s 40 Under 40 Awards for 2024 close on March 24. Nominate someone or nominate yourself here.

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