NEWS: Attenborough wins Milupa relaunch

Baby food company Milupa has hired Attenborough Associates for a consumer and trade programme less than a month after the baby milk scare.

Baby food company Milupa has hired Attenborough Associates for a

consumer and trade programme less than a month after the baby milk

scare.



Attenborough, which picked up the business after a competitive pitch,

will handle communications for the launch of four new ranges of baby

foods and the relaunch of Milupa’s baby milks.



The products will be promoted under the banner ‘healthy babies, happy

mums,’ and will be available from next month.



Milupa denied that the repackaging exercise was a response to the recent

scare, claiming it had been planned for about a year. At the time of the

scare Milupa, SMA, Cow and Gate and Heinz admitted that all their infant

formulas contained phthalates - the chemicals linked to male infertility

but they insisted that their milk was safe.



‘The baby milk scare was a scare that never was,’ said Milupa head of

corporate affairs Helen Messenger. ‘It was simply confused reporting of

a scientific investigation by the MAFF.’



She added consumer research showed that the company needed to reposition

itself.



‘We are responding to consumer needs which suggest that in the 1990s

they still want science and security but also more fun and warmth,’ said

Messenger.



Milupa declined to name the other agencies that pitched for the account.



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