Mumamoo is an Australian-owned, award-winning infant formula brand that sources 100% of its milk from Australian dairy farmers.
Founded in South Australia in 2021 by four mothers – Kristina Scutella, Charlotte Chambers, Belinda Humphris, and Miriam Weir – Mumamoo has secured national distribution and plans to start exporting in 2025.
Kristina, co-founder and Director of Operations and Logistics, said Mumamoo was launched to fill a gap in the marketplace.
“Mumamoo is the story of how four mothers with very different infant feeding experiences came together to create a product we couldn’t find for ourselves at the time. Something that was wholly Australian – from the tins, lids, scoops and cartons to the goodness of 100% Australian dairy,” Kristina said.
“We wanted a product that was premium. We have the best dairy industry here in Australia, it seemed crazy to us that around 80% of infant formula available in supermarkets is actually imported.
“We wanted something that demystified the consumer experience, was authentic and accessible and importantly, made us feel okay about our choices to introduce formula as a food source.”
After two years of research and development and consultation with leading paediatric nutritionists around Australia, Mumamoo was launched in South Australia through the support of Foodland, Drakes and the National Pharmacy chain, as well as consumers looking to support locally made products during and post-pandemic.
Mumamoo is proudly South Australian made and owned and has become a top-selling brand across 64 National Pharmacies, Drakes stores and selected Foodland supermarkets since launching.
A proud moment was winning the Business of the Year award at the Premier’s South Australian Business and Export Awards in 2023.
“South Australia has a strong history producing and supporting heritage and iconic food brands. The independent retailers have supported us from the very beginning and gave us a foothold into what is a very tight category,” Kristina said.
“By launching exclusively in South Australia, we have been able to minimise risk, allow for sustainable growth and readied ourselves for national scale. This strategy has allowed us to test the market and respond quickly and make adjustments where necessary.”
Kristina said the support of Foodland, Drakes and National Pharmacy has been critical to Mumamoo’s success. “Without this support, we wouldn’t have been able to scale nationally as fast as we have. They have undoubtedly helped manoeuvre a groundswell of support in tandem with the Brand SA ‘Buy SA for SA’ campaign. Both have been integral to helping the brand engage with the consumer and carry our message of locally made,” Kristina said.
To service growing customer demand, Mumamoo secured national ranging with Chemist Warehouse in November 2022, which has 500 stores nationwide.
“Literally overnight we doubled the size of the business and have quickly outperformed other competitors in their vast portfolio of infant formula brands,” Kristina said.
“In addition to Chemist Warehouse, we extended our national reach by ranging through Metcash which has seen us penetrate further into the Queensland, NSW and West Australian market via the IGA and Drakes network, as well as independent chemist networks across the country through API.
“Our national B2B customer base continued to be supported by our ranging with Amazon and Woolworths Everyday Market and more recently through Coles online.
“Our e-commerce channel also underpins our business, offering consumers the ability to order on subscription, which suits the product’s usage life cycle. It gives parents the freedom to buy according to the feeding demands of their baby (without the purchase limitations still in place in most retailers).”
Milk for Mumamoo products is sourced from Australian dairies which is made into a powder form and modified to achieve optimal nutritional properties for infants and young children.
“As full cream milk does not have the ideal nutritional or fat profile for formula, it is modified to include skim milk solids, milk fats, vegetable fats and various vitamins and minerals,” Kristina said.
“Skim milk solids are used to increase the protein content and also lower fat content to meet the standards regulated for Infant formula.
“During our R&D period, we knew we wanted to incorporate five premium ingredients as standard in our range, as opposed to other brands which use just some of them in their more expensive SKUs. This includes prebiotics, probiotics, omega 3 and 6 and nucleotides and up to 26 vitamins and minerals.”
Health and safety regulations around infant formula production are among the tightest of any food product. “As they should be – formula is for our littlest people! As such, we adhere to strict production, storage and compliance protocols with every tin,” Kristina said.
“We use some of the most advanced robotic and mechatronic facilities in Australia to manufacture our product. This ensures the most sterile and hygienic environments possible to maintain absolute safety. We also batch test beyond FSANZ requirements as safety is paramount to us.
“All mumamoo products are stored and sent from a temperature controlled, HACCP certified and tamper proof environment. We use specialised, temperature-controlled transport and all our logistic and warehouse partners are selected based on their high levels of precautionary measures.”
Mumamoo plans on exporting to New Zealand through the Chemist Warehouse channel in early 2025.
“Our vision is to be known as the number one trusted brand and choice of infant formula in Australia, with the mental health and wellbeing of mothers, fathers and their babies at the forefront of the company ethos,” Kristina said
“Since launch, we have proudly donated a portion of all online sales to PANDA (Perinatal Anxiety & Depression Australia). By advocating for all feeding families, we have built a loyal online following from parents who value the inclusivity of our brand and the very fact we are the only formula brand active in this space.”
“In 2022/23 Mumamoo, won the coveted number one spot on Product Review’s ‘Best Baby Formulas’ (nationwide) for non-incentivised reviews, winning again in 2023/24. We hope to continue this trajectory by utilising our loyal customer-base who have become our greatest ambassadors and spokespeople for our #feedfearlessly movement.
“This movement gives our audience a platform to share their stories and increase visibility for all feeding journeys. We are passionate about destigmatising formula feeding and helping empower parents by normalising that there is no ‘wrong’ way to feed your baby.”
To learn more about Mumamoo, click here.