Ann: Trading Halt, page-143

I have to agree with this. Although it looks as though they are trying to differentiate themselves in the market by including Goats Milk in the range. I'm not sure how compelling this is though. You need to satisfy a need in the marketplace. I'm not sure how many parents are saying "I wish I had more goats milk in my kids vitamins". It's also not at all clear in their messaging.

One of the laws in the book (and imo the most important) of "The 22 immutable laws of branding" is The Law of Expansion: the power of a brand is inversely proportional to its scope. When you put your brand name on several products, indeed, the line extension allows an increase in sales in the short term, but it undermines brand name in the mind of the consumer in the long term.

This is a perfect example of this in action. They can't be everything to everyone or they will dilute their brand. A2M knows this. They own the A2 protein space. Bellamy's knows this. They own the Organic space. Blackmores already owns this vitamins category and is very good at it. First mover advantage is too powerful. Bubs needs to stick to Goats Milk as their core message. This range extension screams desperation.