Aptamil, one of the UK’s leading follow on and toddler milk brands[1], today announced the relaunch of its premium formula milk range Aptamil Profutura under the new brand name Aptamil ADVANCED.  It follows a visual identify refresh across the wider Aptamil brand range of products and will be supported by a £3.5m 360-degree marketing campaign from mid-March to aid shopper reorientation and recruitment in and out of store.

Aptamil ADVANCED baby and toddler milks still offer the exact same formulation, with the rebrand focused on helping consumers more easily navigate the premium product range, which is Aptamil’s most advanced[2]. The range covers all three stages of baby feeding, from birth to toddlerhood:

  • Aptamil ADVANCED Infant Milk (From birth)
  • Aptamil ADVANCED Follow-On Milk (From 6 months)
  • Aptamil ADVANCED Toddler Milk (From 1 year)

Inspired by 50 years of research and made to Danone’s highest quality standards, Aptamil Advanced Follow On and Toddler Milks are the only range in the UK with fibres, GOS/FOS and 2’FL[3]. Aptamil Advanced Follow-On Milk and Toddler Milk contain key vitamins and minerals[4], and no artificial preservatives[5] and are suitable in combination with breastfeeding or for formula feeding. According to a recent survey, combination feeding rates have dramatically increased over the past few years, with rates in children 0-3 months up 5% year-on-year and 38% of parents choosing it[6]

The brand relaunch has also been used as an opportunity to introduce packaging built with sustainability in mind into the Aptamil ADVANCED range. The powder format comes in 800g tins which are recyclable and contain 50% less plastic than the previous packaging. The tins also have a triple safety seal to ensure product freshness and safety.

Sarah Cumming, UK Consumer Marketing Director for Danone Specialised Nutrition, commented: “As a business, we’re always listening to parents and other caregivers to draw insights to enhance and evolve our products to ensure they continue to meet their needs. 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 instore or online – it now literally does what it says on the tin! We hope the new name will make our premium range that bit more accessible to new and existing buyers.”

The visual identity refresh brings a new modern design look and feel to Aptamil ADVANCED. The consumer marketing campaign, which goes live next month, will reach audiences across multiple channels and touchpoints, including TV/VOD, owned and social channels, in-store display, DOOH, shopper and earned media.

The range is being rolled out nationwide across Spring, with all major retailers, including Asda, Tesco, Morrisons, Sainsbury’s and Boots, stocking the new Aptamil ADVANCED by the end of March.

The RRP for the Aptamil Advanced Range is £16[7].



1 IRI Domestic Volume Share up to 15.01.22

2 Calcium and vitamin D are needed for normal growth and development of bone, and iron to support normal cognitive development.

3 To verify contact us at aptaclub.co.uk/ask-us. GOS/FOS and 2’FL – our blend of Galacto- and Fructo-oligosaccharides with 2′-Fucosyllactose

4  Calcium and vitamin D are needed for normal growth and development of bone, and iron to support normal cognitive development.

5 As required by legislation.

6 Kantar Brand Health Tracker, to Sep 21 vs. Apr to Sep 2020 (unpublished survey data)

7 All prices are at the sole discretion of the retailer.

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