It's a good idea in theory but possibly a bit tricky in practice because of the industry code around marketing of infant formula. It's a self-regulated code but the idea is meant to promote breastfeeding as the superior option to formula etc. Sounds like some companies might have found ways to work within this, but generally I reckon there would be some resistance within hospitals to letting the IF companies come and spruik their wares.
Hospitals obviously do use formulas but I think the prevailing view is that more expensive brands aren't necessarily any better nutritionally, so they just use the cheapest brands (usually NAN or S-26). It might be a different story with allergy formulas (a space I argue A2M should get into anyway, since it is adjacent to the A1-free proposition, and they have done very well with the lactose free milk).
It's funny I didn't read the tone of the article as overly negative. Perhaps yes in terms of the infant formula market trends, but it's also clear A2M is bucking the trend compared to Feihe and Biostime. But I thought the shift into senior nutrition sounded quite positive. It's encouraging to see the English label senior products have been selling well, well enough for them to now be launching the China label version.
It's good that they are thinking seriously about supplements but doesn't sound like it will happen soon. It is a manufacturing capacity issue. If they outsource the production it would be too expensive to be worthwhile, so they would need to outlay capital to acquire the capacity in house (I suspect). Seems they view the senior market products as the easier 'win' especially because they can presumably utilise MVM in this.
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