Australia’s Jatcorp is transitioning away from its distribution and OEM model to prioritize building its nutrition brands, with a potential acquisition on the horizon. CEO Sunny Liang, who recently stepped into the role, aims to emulate the brand-building successes of companies like Unilever and Procter & Gamble by increasing revenue from in-house brands while scaling back distribution.
Jatcorp’s brands, Neurio and Moroka, are driving this strategy, featuring lactoferrin-enriched milk powders targeting both young children and seniors. These products, particularly successful in China, also include functional ingredients like immunoglobulins and vitamins. With China contributing over 80% of its revenue, Jatcorp is focusing on fast-growing subcategories such as immune and gut health to further its brand business.
The firm’s financials reflect this shift, with a 42% revenue increase to AUD$52.5m (US$35.4m) in FY24, driven by lactoferrin sales. Jatcorp is also eyeing new markets, having entered Vietnam and Hong Kong, and is exploring the US via social commerce. Additionally, Liang revealed plans for acquiring a successful Australian health brand to further bolster Jatcorp’s portfolio and expand into overseas markets, particularly China and Southeast Asia.
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