Group Novalac Nutrition & Health-owned UP International (UPI) has granted Genomma Lab the exclusive license to market its Novamil and Novalac infant nutrition products in Mexico as it develops its presence in Latin America.
Both UPI and Genomma Lab “strongly support breastfeeding as the best nutrition for babies”. As such, they aim to evolve their nutrition products to support breastfeeding while simultaneously offering nutritional supplements for babies who cannot be breastfed.
As part of their collaboration, the products — which are now fully supported by Genomma’s Growth Lab in Mexico — will also be distributed by a new team of medical reps who will be targeting specific infant nutrition specialists, including pediatricians and gastro-pediatricians.
Nutritional supplements over medication
UPI focuses on producing nutritional supplements for pregnant and lactating mothers. The team of research scientists, pediatricians and pharmacists believe in supporting and overcoming gastro-intestinal problems without medication and their potential side effects. Instead of focusing on medication, the company centers its approach on exploring the causes of nutritional issues rather than the symptoms alone.
Prioritizing infant nutritional health with supplements instead of medication, UPI has developed infant formulas that seek to manage and lessen digestive disorders such as gastrointestinal discomfort, allergies, reflux and constipation.
Brand expansion
After seeing the impact of gastrointestinal issues, the company released its Novamil brand, which focuses on children’s gut health. The “pediatrician-recommended brand” sees its manufacturers use milk and ingredients of non-genetically modified origin in their product range.
The brand will now widen the reach of its Novamil portfolio, which includes: Novamil KID IT, featuring 30 nutrients to support “optimal intestinal transit”; Novamil DHA, a formula containing Omega 3, Omega 6, nucleotides and galacto-oligosaccharides [GOS]; and Novamil 1+, which contains vitamins A, B complex, C, K, iron and zinc.
UPI has also teamed up with Genomma Lab to build the awareness and sales of its Novalac infant nutrition product selection, which focuses on everyday nutrition, gastro-intestinal disorders and allergies. The partnership will see follow-on milk formulas Novalac 2 and Novalac S; growing up milk, Novalac 3; nutritional formulations addressing regurgitation, constipation, colic and diarrhea; along with infant nutrition that focuses on managing Cow’s Milk Allergy (CMA), enter the Mexican marketplace.
The future of infant nutrition
Looking ahead at nutrition, Michelle Teodoro, Global Food Science Analyst at Mintel, explains that digestive wellness will remain a key area of interest over the next two years, as consumers want to improve the impact digestion has on their overall health.
Neuro-nutrition, which centers on healthy brain and cognitive functioning is also a primary area for brands to access. Early years neuro-nutrition is considered the starting point, whereby parents and caregivers will then encourage lifelong efforts that look after brain health and promote cognitive development.
