Ann: Leadership changes to USA, ANZ and MVM businesses, page-17

The fact that it is an A2-protein only product (at least for the Goat formula) could be complimentary but it's not super compelling IMO.

They've done well to expand into lactose-free and after doing this I think there's not much additional benefit in expanding into goat milk products. Their whole strategy / marketing pitch hinges on portraying cow's milk as best amongst all other options and alternatives, and making it more accessible to those who have been forced to switch to alternatives like soy, almond, goat etc. due to digestive issues.

The only remaining uncaptured market I guess it opens up is for people with a cow's milk allergy (so therefore cannot even drink lactose free milk) but my understanding is most of the time they are still also allergic to goat, sheep etc. as well.

I seem to recall management being asked either last year or in 2021 AGM whether they were considering other animal A2 products such as sheep milk or goat milk. The response was that it was not a priority then, I doubt it has changed.