Spring Sheep Secures Game-Changing Accreditation for Exporting Infant Formula to China's $17B Market
Nick Hammond, CEO of Spring Sheep, highlighted the extensive efforts involved in the registration process. "Achieving SAMR registration for our infant formula range required years of rigorous research, numerous successful trials, and validation of a high-quality production process," he said. "This accreditation is a game changer for us, providing direct access to the expansive Chinese market."
Previously, Spring Sheep could only sell its infant formula through limited online channels with English labeling. Despite these constraints, the brand performed exceptionally well. The new registration opens the entire Chinese market to Spring Sheep, a significant expansion of their reach.
"Spring Sheep is only the second foreign sheep milk company to achieve this accreditation and the first to use exclusively New Zealand sheep milk," Hammond noted. Following the accreditation, Spring Sheep launched its brand at CBME in Shanghai, one of the largest mother and baby shows globally, receiving enthusiastic responses from retailers and distributors.
Production under the new registration has already commenced, and the products will be available in China later this year. China remains the largest market for infant formula, with stable birth rates and growing demand for premium and sheep/goat-based products, aligning perfectly with Spring Sheep's positioning.
In addition to its infant formula range, Spring Sheep offers family products, including pure sheep milk powder, growing-up milk powder, and a mid-senior product range. New Zealand sheep milk is renowned for its natural digestibility, high-quality protein, and high calcium levels, making it an excellent nutritional source.
As part of its strategy to enter China, Spring Sheep has partnered with Neptunus Foods, the primary distributor for the range in China. Neptunus Foods is part of a major pharmaceutical group with a 17-year history of successfully distributing imported infant formula and nutritional products.
Hammond emphasized the premium and natural perception of Spring Sheep’s grass-fed milk. "New Zealand is one of the most trusted sources of nutritional products, and our exclusive Zealandia breed of dairy sheep, the highest performing pasture-based sheep breed in the world, adds a unique aspect to our story," he said.
Spring Sheep is jointly owned by SLC Investments and state farmer Pamu, formerly known as Landcorp.
