Post-natal powder: Vietnamese firm’s supplement enters mum-and-baby retail after online, hospital success

By Tingmin Koe

- Last updated on GMT

Cobamita powder will be available in mum-and-baby retail store Thế Giới Sữa from mid-March. © Cobamita Limited
Cobamita powder will be available in mum-and-baby retail store Thế Giới Sữa from mid-March. © Cobamita Limited

Related tags Vietnam retail channels Digestion

A Vietnamese health supplements and cosmetics product company is introducing its vegetable powder supplement, formulated to address post-natal constipation and stress, into mum-and-baby stores, after its success in online and hospital channels.

The company, Cobamita Limited, launched the same name product Cobamita powder for sale in hospital canteens and via Facebook two months ago.

The initial batch of 2,000 boxes were sold out within the two months.

Containing wheat grass, proprietary lemon balm extract Bluenesse​ from German firm Vital Solutions, and 22 types of vegetables and fruits, the product seeks to improve health by addressing constipation and stress, the company said.

Speaking to NutraIngredients-Asia, ​founder Nguyen Thi My Tam said the product has been mostly consumed by women who experience constipation after giving birth.

“People with constipation also have stress problems, which is why I have decided to make a product that can improve digestive health and reduce stress at the same time,” ​she said.

One of the active ingredients, lemon balm extract trademarked Bluenesse, has been shown to improve mood and cognitive performance​ when taken as an ice tea.   

On the other hand, wheat grass has been shown to act as an effective adjuvant treatment of ulcerative colitis​ – an area which she hopes to focus on for this particular product in the future.

The product gained traction when obstetrician nurses advised post-pregnancy women facing constipation to buy the product from hospital canteens.

Some of these women subsequently re-purchases the product from the company via Facebook, not only for themselves, but also for their older children experiencing constipation.

According to Nguyen, the product had had achieved over 40 per cent repeat purchase rate.

“Most of the customers will start with buying the small box but will move on to the bigger box when buying it during the second time.”

At the moment, the company only has small number of stocks for the hospital and the company is in the midst of producing another 10,000 boxes. Of which, 6,000 boxes will be distributed into mum-and-baby retail store Thế Giới Sữa from mid-March.

The company, which is slightly more than two years old, has a total of five product SKUs. Of which, three are skincare and cosmetics, while two are health supplements.

The other health supplement is a traditional herbal powder said to support lactation. It is sold in hospital pharmacies.  

Gyms, students

Moving forward, Nguyen hopes to launch the product in gyms and schools since the supplement contains lemon balm extract that aids concentration.

According to her, there are already queries coming from the gym-goers who see the vegetable powder supplementation as a form of detox. 

“I currently concentrate on obstetrician hospitals because these are the distribution channels which I am strong in,”​ she said. 

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