Kendamil offers unique transparency to an industry in need of competition and a fresh approach
As a report from the UK’s Competition and Markets Authority (CMA) exposes deep concerns over the cost of formula and openly questions if market-leading suppliers have the right incentives to offer formula at fair prices – Kendamil speaks up. As the only British formula brand, the independent and family-run business welcomes the report and further discussions – and is keen to talk about why.
Since first arriving on UK shelves in 2017, Kendamil sought to disrupt the status quo with a novel approach to formula – a recipe crafted locally, processed minimally, using premium ingredients and sold at an affordable price for families. Entering a market dominated by two of the world’s largest food conglomerates, seen by many as a David versus Goliath struggle, Kendamil is today the fastest growing and highest-rated formula in the UK – but our work is far from done. Just as we disrupted how (and from where) formulas were made, this family business seeks to bring an open, transparent and empowering message to British families, one that has sorely been lacking.
Touching on the report, its findings and how the industry can work harder to protect families moving forward, Will McMahon, Co-Founder at Kendamil, says:
“We welcome the CMA’s report and their important investigation into the formula industry. UK families are struggling to feed their children in today’s cost-of-living crisis, due in part to a situation in which 85% of formula sales are dominated by two multinationals (with one firm alone controlling over 70%). This concentration of supplier power in turn promotes monopolistic market dynamics, a concerning lack of supply diversification and in our view, unjustifiable pricing strategies. At Kendamil, the only British formula brand, we are working to be a part of the solution.
Competing against dominant multinational conglomerates (with combined annual profits of over £15 billion) is a challenging endeavour, often made more difficult by hostile behaviour from market leaders and we support the CMA’s view that a lack of competition is working against parents struggling during a cost-of-living crisis. Unlike publicly listed competitors, Kendamil is independent, privately held and family-run, committed to offering families a British formula using freshly sourced cows’ milk and premium local ingredients at a cheaper price than market leading brands. As reported by the CMA today, Kendamil is shown to be significantly cheaper than the majority of formulas on-shelf, with First Steps Nutrition reporting the average UK family would save over £400 per child (per year) using Kendamil versus Aptamil Advanced. This focus on parents over profits has made Kendamil the fastest-growing formula in the UK (Nielsen).
As a uniquely British business supporting local farmers, UK employees and thousands of families across the country, we are committed to working with the CMA and the UK Government to address the concerning and duopolistic dynamics of the UK formula industry. Kendamil is proud to be the highest-rated formula by parents (Trustpilot) and we will continue to deliver much-needed, healthy competition – in quality, provenance and value-for-money – to an industry sorely lacking it.”
Since launching, Kendamil has enjoyed a phenomenal response from UK parents – Kendamil has amassed thousands of 5-star reviews on Trustpilot.com, has won expert and parent-judged awards for its quality and even has a Royal ‘Seal of approval’. Today, Kendamil is not only the fastest-growing formula in the UK – stocked in over 7,500 stores nationwide – we are also one of the most affordable.
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