[T]he Cumbrian-based, new and growing name in infant formula, ‘Kendamil’, is now being stocked by both ASDA and Morrisons stores, with both supermarkets helping it with the mission of bringing about the rebirth of British-manufactured infant formula.
‘Kendamil’, which is based on full-cream nutrition and which is the only British-made formula on sale in Britain, is now available from Aberdeen in Scotland, to Canary Wharf in London. Additionally, it is available from the Kendamil online and factory shops and can be bought at Booths, Amazon and selected farm shops.
Parents across the country can now discover a product with a premium formulation, but no higher a price tag than other formulas. ‘Kendamil’ is formulated with care. It is palm oil, fish oil and GMO-free and contains no eggs. Its egg-free formulation is a key selling point at present, given the ongoing Dutch egg scare.
Kendamil also has a compelling story behind it, which gives it great appeal. The R&D team at parent company, Kendal Nutricare, based in Kendal, listened to the stories of parents who had issues with their formula feeds. Feedback related to a rise in eczema amongst babies, increased colic and constipation and disrupted sleep, so the team examined why that might be.
The heavy use of oils within skimmed-milk formulas – in which oil can constitute 25-30 per cent of the formulation – came under the spotlight. Two decades ago, infant formulas were based on full-cream fats, which did not need topping up with oils. The reason cited for the switch away from full-cream formulas was that of cost.
With the help of retailers like ASDA and Morrisons, Kendamil has headed back to the type of full-cream formula on which babies of the 60s, 70s and 80s grew up. Kendal Nutricare has used the 55 years of experience that its factory possesses and turned the infant formula market back around.
It has also been able to give its product a trustworthy label, by earning Red Tractor accreditation, and sources its milk from 220 local farms around its base.
CEO Ross McMahon says: “Kendamil has most definitely been formulated with care and is the result of us listening to the stories coming out of infant formula use. We know that nobody can create a formula that is as perfect for a child’s nutritional needs as breast milk, but we are determined to provide the next best thing and are on a journey of development and constant research, as we seek to do the best we can for parents who use formula, for whatever reason.
“We are delighted that ASDA and Morrisons have listened to our compelling story and listed our product in their stores. That gives us the opportunity to get the word out there and allow parents to judge Kendamil’s credentials for themselves. Mums and dads have already become our best advocates and we are sure this will continue to be the case.”