Freedom Foods Group has outlined plans to strengthen its presence in Chinese infant formula market with new launches. In 2015, Freedom and the Shenzhen JiaLiLe Food Company reached a 50-year agreement, subsequently the firm rolled out Australia's Own Kid's Milk aimed particularly at the toddler market in China. Now, both partners are planning to launch a specialized infant formula product in 2017 to feed a market passionate for Australian foods.

At the outset, the formula will be distributed through specialized channels including online and offline mother and baby shops. Additionally, the business plans to release products including oat porridge products for younger and older children.