Unfortunately they have been asleep at the wheel for years in the USA market and have no IF strategy whatsoever. Noone is denying there's a very narrow window of opportunity there at present but they've been caught completely flat footed and it is really not clear that they are doing anything even now.
At least BUB has some US Toddler formula already and active discussions with the FDA about IF.
US FDA Eases Baby-Formula Import Rules to Boost US Supplies, page-84
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