Meiji expands infant formulas range in Cambodia to speed up growth in SEA

17-May-2022 - Last updated on 17-May-2022 at 02:28 GMT

Meiji Hohoemi Infant Formula 800g (left) and Meiji Step Growing Up Formula 800g. ©Meiji

Meiji is expanding its infant formulas offerings in Cambodia as part of the company’s strategy in growing its overseas business – where South East Asia is identified as a region for new opportunities.

The Japanese dairy giant said it would be launching two new baby formulas in Cambodia this month.

One of the new products, known as Meiji Hohoemi Infant Formula 800g, is targeted at babies between zero and one year old and is sold at US$27.90. It is said to emulate nutrients found in human breast milk, with DHA, ARA added.

The other product, known as Meiji Step Growing Up Formula 800g, is for kids between one to three years old and will be sold at US$25.50.

Both products are also available in the form of powder cubes and RTD cans, but only the powder tin version will be sold in Cambodia.

The company has been expanding its infant formula business in South East Asia. An example is its re-entry into the Thai market with the product EZcube.

The region has been identified as a strategic area of overseas business growth. By FY2026, the company is targeting for overseas sales to account for 10 per cent or more of its entire business.

“In the South East Asia region, Meiji will expand its nutrition business including infant formula, as well as its cocoa business, including chocolate.

“The baby formula market in Cambodia has expanded with the nation’s economic growth and increased incomes. We have thus decided to export Meiji Hohoemi Infant Formula 800g and Meiji Step Growing Up Formula 800g, respectively, which are the two most chosen milk formula brands in Japan to the Cambodian market,” Meiji said in its announcement, highlighting that the products sold in Cambodia would be the same as those marketed in Japan.

At the moment, Meiji also sells infant formula in Hong Kong, Taiwan, Vietnam, and further afield in Pakistan.

Cambodia’s infant formula market is fast-growing, so much so that the government is stepping in to regulate the trend.

Local media Khmer Times reported in February that the government was aiming to get 85 per cent of the mothers to exclusively breastfeed their newborns by 2030.