Mead Johnson Nutrition Company is a global leader in pediatric nutrition. We
are committed to creating trusted nutritional brands and products that help
improve the health and development of infants and children around the world
and provide them with the best start in life. Our Enfa family of brands, including
Enfamil® infant formula, is the world’s leading brand franchise in
pediatric nutrition, based on retail sales. Our comprehensive product portfolio
addresses a broad range of nutritional needs for infants, children and expectant
and nursing mothers. We have more than 100 years of innovation experience during
which we have developed or improved many breakthrough or industry-defining products
across each of our product categories. Our singular focus on pediatric nutrition
and our implementation of a business model that integrates nutritional science
with health care and consumer marketing expertise differentiate us from many
of our competitors.
Enfa Family of Brands
The Enfa family of brands includes several of the world’s leading infant
formula and children’s nutrition brands. We have positioned the Enfa family
of brands as providing unique, clinically supported health and developmental
benefits. The Enfa family of brands features products that include DHA and ARA,
which support brain, visual and nervous system development. Our Enfa family
of brands, including Enfamil® infant formula, which accounted for 61.0 %
of our net sales for the year ended December 31, 2008, is the world’s
leading brand franchise in pediatric nutrition, based on retail sales.
Building upon the strength of our brand equity, we have extended the Enfa family
of brands into the fast-growing children’s nutrition category. We believe
we have enhanced consumer retention by creating links between age groups and
leveraging brand loyalty. Additionally, the use of the Enfa prefix in our prenatal
nutrition products (such as EnfaMama A+®) reinforces the scientific basis,
quality and innovation that these products hold in common with our core pediatric
nutrition line.
We consistently promote the brand through our global sales and marketing operations.
Our studies show mothers and health care professionals often associate the Enfa
family of brands with science, superior nutrition, quality and good value. Mothers
often describe the Enfa family of brands as science-based, sophisticated, trustworthy,
reliable and comforting. Additionally, health care professionals frequently
comment on our professional and innovative approach to nutrition science.
Complementary Brands
In addition to the Enfa family of brands, we market several other powerful
brands on a local, regional or global basis. These brands complement the Enfa
family of brands portfolio and are designed to meet the nutritional needs of
broad consumer populations (such as ChocoMilk® and Cal-C-Tose®) or the
specific nutritional needs of infants under the supervision of health care professionals
(such as Nutramigen®).
Other Products
We also produce a range of other products, including pre-natal and post-natal
nutritional supplements for expectant and nursing mothers, including Expecta
LIPIL®, EnfaMama A+® and Enfamil Poly-Vi-Sol®. Our products for
expectant or nursing women contain vitamin supplements that provide the developing
fetus or breastfed infant with an increased supply of DHA for brain, visual
and nervous system development. These products also supplement the mother’s
diet by providing either DHA or ARA with increased proteins, as well as 24 vitamins
and minerals. Our pediatric vitamin products, such as Enfamil Poly-Vi-Sol®,
provide a range of benefits for infants, including multivitamins and iron supplements.
Competition
We compete in two primary categories, infant formula and children’s nutrition.
The competitive landscape in each category is similar around the world, as the
majority of the large global players are active in these categories. Our main
global competitors for sales of infant formula and children’s nutrition
products are Nestlé S.A., Abbott Laboratories, Groupe Danone and Wyeth.
Wyeth does not compete with us in the United States. We also compete against
significant local competitors in Asia and Europe.
Many other companies, including manufacturers of private label, store and economy
brand products, manufacture and sell one or more products that are similar to
those marketed by us. We believe sources of competitive advantage include product
quality and efficacy, brand identity, image and associated value, broad distribution
capabilities and consumer satisfaction. Significant expenditures for advertising,
promotion and marketing are generally required to achieve acceptance of products
among consumers and health care professionals.