Mead Johnson launches Enfinitas product line in China

Mead Johnson Nutrition Company has announced the launch of its new Enfinitas premium-priced product range in China, which will address the growing demand for foreign brands of infant milk after the 2008 tainted milk scandal.

To be introduced over the coming weeks, the Enfinitas product line is claimed to use the latest science and technology in infant nutrition.

Over the last five years, Mead Johnson and other scientific research institutions have been conducting intensive global research in milk.

Following the 2008 scandal, which is reported to have killed six children or affected thousands of children with kidney and urinary problems due to the consumption of melamine-contaminated milk, the domestic milk market in China is losing out to foreign imports.

The industrial chemical was added to raw milk to make protein levels appear higher.

With Chinese consumers preferring overseas brands, several domestic companies had formed partnerships with foreign companies.

Mead Johnson president and CEO Kasper Jakobsen said: “Over time, we expect this product to strengthen our competitiveness in the fastest-growing segment of our category in China.”

Enfinitas is claimed to include lactoferrin and milk fat globule membrane (MFGM), both of which are present in natural breast milk.

The nutritious components help develop brain, immune system and digestive capability in infants.