Baby Puffs (pouch)
6–8 months
Why It Moves
First to sell through in Myanmar — moving off shelves within 45 days of launch.
Flavours Asian babies accept — where imported puffs get refused.
The portfolio
Start with what already moves.
55+ SKUs across the first 1,000 days. You start with five.
Baby Puffs with Calcium
6–8 months
Why It Moves
One of our highest-rotation lines in Vietnam, nationwide.
Calcium-fortified — a claim the value tier can't match.
Mini Bites
6–8 months
Why It Moves
56% of Mămmy buyers repurchase — the range's loyalty engine.
Soft, easy-dissolve, calcium-added — built for first self-feeding.
Teething Wafers
6–8 months
Why It Moves
Our #2 best-selling line across 5,000+ stores at home.
100% organic, real fruit & veg — with a 15-month shelf life, the longest in the range.
Freeze-Dried Yogurt Bites
6–8 months
Why It Moves
In markets we've surveyed, no melt brand holds the shelf — the leader covers just 4 of 15 stores.
Real yogurt, real fruit — a visible cut above typical melts.
The full journey
A child who starts at 6 months
is still buying at 24.
That is what 56% repurchase looks like on a shelf: a portfolio built so the basket grows with the baby.
Step 1
6–8 Months
First Spoons
Organic baby rice & rice-milk porridge
The gentle first spoon — rice-based, matching how Asian families actually wean.
Premium 9-grain & cereal sets
The “cooking ecosystem” — upgrades the home-cooked porridge tradition instead.
Baby cooking oils
A blue-ocean shelf: in ASEAN markets we've surveyed, zero baby-specific competitors.
Step 2
8–12 months
Finger Foods
Teething puffs, wafers & BLW starter
The launch heroes — highest velocity, easiest trial, 12–15-month shelf life.
Mini bites
Star, stick and ring shapes sized for tiny hands — chewing practice with added calcium.
Freeze-dried yogurt & milk
Real dairy, shelf-stable — premium quality without the cold chain.
Step 3
12–24 months
Family Meals
Baby seasoning — fish sauce, soy, cheese powder
Born from Asian food culture — a category Western portfolios have never carried.
Vegetable noodles & fortified porridge mixes
Daily-meal staples formulated around the iron–zinc–protein gap of the under-2s.
Cake, pancake & pudding mixes
Weekend-engagement SKUs — the basket builders that lift transaction size.
Operations
Ambient shelf life. No cold chain.
Built for ASEAN logistics.
Every SKU ships and stores at room temperature — no reefer containers, no chilled shelf, no cold-room losses.
Product
Age
Shelf life
Storage
Carton pack
Superfood Baby Puffs
Pouch 25 g
6M+
12 MO
Ambient
48 pcs / ctn
Fruit Baby Puffs
35 g
6M+
12 MO
Ambient
48 pcs / ctn
Baby Puffs with Calcium
jar 50 g · box 12 g
6M+
12 MO
Ambient
48 pcs / ctn
Mini Bites
15 g
6M+
12 MO
Ambient
100 pcs · 20 trays / ctn
BLW Starter
42 g box
6M+
12 MO
Ambient
24 boxes / ctn
Teething Wafers
50 g
7M+
15 MO
Ambient
48 pcs / ctn
Freeze-Dried Yogurt Bites
20 g
6M+
12 MO*
Ambient
48 pcs / ctn
Organic Cereals & 9-Grain Sets
6M+
12 MO*
Ambient
24 sets / ctn · singles 216 jars / ctn
Baby Porridge Mix
140 g
6M+
12 MO*
Ambient
48 pcs / ctn
Baby Cooking Oils
100 ml
6M+
12 MO*
Ambient
50 pcs / ctn
Baby Seasoning
fish sauce · soy · cheese powder
12M+
12 MO
Ambient
48 pcs / ctn
Room to grow
Start with five.
Grow into fifty-five.
The Steps above are the consumer's journey. The Stages below are the partner's — how the range rolls out as trust builds. Two axes, one system.
An exclusive partner isn't buying this year's list — they're buying the pipeline behind it.
Stage 2 · Months 7–12
Deepen the basket
The daily-meal range
- Fortified baby porridge — the daily-meal anchor, introduced once trust is built
- Cereal & seed singles — the repeat-purchase backbone
- Seaweed, cheese & seasoning powders
Stage 1 earns the mother's trust with snacks she can risk. Stage 2 converts that trust into the high-value daily meal.
Stage 3 · Year 2
Complete the shelf
Category leadership
- Fortified baby porridge — the daily-meal anchor, introduced once trust is built
- Cereal & seed singles — the repeat-purchase backbone
- Seaweed, cheese & seasoning powders
New SKUs enter through a gated NPD pipeline — quality, legal, supply and economics signed off before anything ships. Your shelf never carries our experiments.
