Baby Steps

brand development



Refining a formula pioneer for today’s market and consumer

our challenge

When Baby Steps launched their goat’s milk-based formula onto the NZ market they were something of a pioneer, positioned as a challenger brand in a market 99% dominated by one international brand. The product’s inherent quality (self-made in NZ from fresh goat’s milk) and positive consumer experience helped them steadily grow sales and market share. But by 2022 the market had changed: a new generation of mums and an influx of new competitors combined with deficiencies in the existing brand and packaging to undermine Baby Steps’ growth potential.