BUB management have shown greater initiative/eagerness in regards to the USA market. Focusing on toddler formula, which is not regulated as tightly as infant formula, was a smart move. A2M has targeted fresh milk instead of formula, with the rationale being to build their brand recognition first before leveraging off that.
I have been highly critical of A2M for not outlining what the endgame is for the USA market. They are particularly reluctant to say what they are 'leveraging' towards - if not IF then what else? Seems the current situation has forced their hand, which is a good thing.
Nonetheless, BUB and A2M have been impacted very similarly in the past few years and both are far down from their peaks. BUB have failed to obtain China label approval, but the silver lining of that is that they have focused more on other markets, including USA, for their infant formula.
A2 Managment has Baby Nap... while Bubs Australia ships 27.5 Million Formula Bottles to U.S, page-135
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