Baby food company Milupa has hired Attenborough Associates for a
consumer and trade programme less than a month after the baby milk
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
‘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
Milupa declined to name the other agencies that pitched for the account.