Brand SA recently spoke to South Australia's first female-founded and owned infant formula company mumamoo about what encouraged them to register to use the State Brand, and how they incorporate it into their packaging and marketing strategies.

Can you share the story behind mumamoo? What inspired the creation of the brand?

We created mumamoo as four mothers with very different infant feeding experiences when we found there wasn’t a product that really resonated with us during this overwhelming first-phase of parenthood. Something that was wholly Australian - from the tins, lids, scoops, cartons to of course, the milk.

We found that the category hadn’t changed much in decades - we wanted something that demystified the consumer experience, was authentic and accessible and most importantly made us feel okay about our choice to introduce formula as a food source.

After two years of research and development, we were able to launch predominantly in South Australia in 2021 through the support of independent retailers and consumers looking to support locally made products during and post-pandemic.

We feel incredibly lucky that South Australia has a strong history producing and supporting heritage and iconic food brands. The independent retailers have supported us from the very beginning and gave us a foothold into what is a very tight category.

Without the support of Foodland, Drakes and the National Pharmacy chain, we absolutely wouldn’t have been able to scale nationally as fast as we have - they have undoubtedly helped manoeuvre a groundswell of support in tandem with the ‘Buy SA. For SA.’ campaign. Both have been integral to helping the brand engage with the consumer and carry our message of locally made.

How does mumamoo incorporate the State Brand into its products or marketing strategies?

mumamoo proudly utilises the State Brand on our product packaging and the Buy SA. For SA. point of sale materials in supermarket aisles (via shelf strips and wobblers) to tap into consumer loyalty and pride.

In the aisles, Buy SA. For SA. has fast-tracked a relationship with our local consumer. They know they are able to support local in a tangible way and have an implicit trust in the product - a trust that has been hard-won by the strength in the state brand and other heritage brands before us.

Using the State Brand is integral to all our marketing communication as it represents and reflects authenticity and integrity - characteristics required for a business to achieve both loyalty and longevity.

We advertise locally in publications like KIDDO where we use the logos and in targeted digital media where we champion our local retail partners.

What encouraged you to register to use the State Brand? 

Using the State Brand has been an integral element of our strategy as it represents quality, confidence and innovation. We didn’t need to look far to know we wanted to reflect these very hallmarks within our own values. It is a privilege to champion our state as we range domestically further into the rest of Australia.

The nature of our product - for many parents, the very first form of nutrition they give their babies - means there is a leap of faith and trust placed in mumamoo.

The State Brand represents authenticity and integrity and gives our customer a sense of assurance and confidence.

Why is it important for people to Buy SA. For SA?

South Australians have a long and proud history of supporting local brands. Some of our most iconic and beloved brands available Australia-wide remain deeply-rooted here and we are privileged to showcase the state logo alongside them. In doing so, we hope to continue championing local jobs and industry and contribute to the rich heritage of diverse, cutting-edge brands and businesses that will always call South Australia home.

Anything you’d like to add about the State Brand and supporting local.

As a business, mumamoo aims to reciprocate the cycle of support we have received since launching into the local market. We have been supported and promoted by other South Australian businesses in a way that extends beyond monetary value: with unwavering retail business to business backing, and professional mentorship and guidance at every turn.

We are proud to use the State Brand: it is part of our story and everything we promise to be as a business.