Correct me if I'm wrong but isn't goat formula already free of A1 beta casein? So they would be putting out a cow's milk formula that will potentially compete with it's own goat milk formulas? It's not really clear to me how the products are differentiated in terms of the claimed consumer benefits. But on the plus side maybe it doesn't hurt for them to be a bit diversified.
Ann: Bubs launches A2 beta-casein protein infant formula, page-10
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