Why a2 milk is targeting China's 'Instagram on steroids'

a2 boss David Bortolussi says the firm is also pushing into wellness products for seniors and kids to sit alongside its infant formulas. (Image: a2)

Rebecca Stevenson

Mon, 19 Feb 2024

a2 milk is splashing a record almost $137 million marketing spend to target Chinese new mothers with online user-generated “buzz” on social media platforms such as TikTok/ Douyin, Red and BabyTree. The company says it is now one of the top five infant formula brands in China and is focusing its marketing activity to ensure it can secure and grow its share of a declining Chinese market. The milk company released half-year results for the six months to Dec 31, reporting net profit after tax of $85.3 million, ahead of ex...

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