Purefine aims to tap into thriving formula market

Purefine Nature, a fast-growing Australian family brand, announced it will officially launch its formula milk products in the Chinese market to cater to the demand for foreign products.

The first product will be on sale, both in supermarkets and China's largest e-commerce retailer Tmall, in July, and is expected to be available in 50 cities by the end of this year.

"We don't want to just sell baby formula here, but also redefine the home market in China, which now is now fragmented," said Ken Smith, chairman of Purefine Nature and also chairman of the Australia-China Business Council Victoria.