EZZ launches into ‘functional’ food market with four new products

EZZ launches four new nutritional products
The Asia-Pacific functional food and beverage market is valued at US$130.85Bn
Adds to company’s portfolio in children’s category

Special Report: EZZ Life Science has expanded its product portfolio with the launch of four new functional food products designed to meet the nutritional needs of children and adults.

Functional foods are foods that offer health benefits beyond their nutritional value, and have seen a massive market uptick in recent years, often fortified with vitamins, minerals, fibre or probiotics to help reduce disease and nutritional deficiencies.

EZZ Life Science (ASX:EZZ) focuses on genomic research and development to address four key human health challenges including genetic longevity, human papillomavirus (HPV), children’s care, and weight management.

The company’s launch of its new food products plays particularly into the latter two health considerations mentioned there, with three of the new offerings centred around children’s health.

The new products are:

EZZ Multi Vitamins Milk Powder for Children (for children ages 3+)
EZZ KidzSure Formulated Nutrition Powder (for children ages 3+)
EZZ Lactoferrin Complex Powder (for children ages 3+);and
EZZ VitalSure Formulated Nutrition Powder (for adults).

These are all manufactured in New Zealand and formulated to provide essential vitamins, minerals, and other nutrients to support growth and development.

The company is confident the products will further enhance its existing portfolio, which already contains a strong children’s health category that includes two top-selling products: EZZ Bone Growth Chews and EZZ L-Lysine Growth Capsules.

Targeting Chinese markets

The company plans to leverage its established omnichannel distribution network to launch the new functional food products, specifically in mainland China, which includes online platforms and retail stores.

“We are thrilled to introduce our new adult and children’s nutrition range to the market,” EZZ chair Glenn Cross said.

“These products represent our commitment to innovation and our dedication to meeting the evolving needs of our customers.

“With the increasing demand for high-quality nutrition products, we believe our new offerings will be well-received in the market, particularly in China.

EZZ expects to further leverage its expertise in the children’s health category and its deep understanding of omnichannel and influencer-led distribution and marketing models in China.

Stage set for further growth

The functional foods category has seen significant growth, particularly in mainland China, driven by increasing consumer awareness of the importance of nutrition in maintaining health and preventing disease.

According to recent market research, the Asia-Pacific functional food and beverage market was valued at US$130.85 billion and is projected to grow at a compound annual growth rate (CAGR) of 10.46% from 2024 to 2032.

“This launch reinforces our position as a provider of children’s nutrition products and sets the stage for growth in the functional foods category,” Cross said.

This article was developed in collaboration with EZZ Life Science Holdings, a Stockhead advertiser at the time of publishing.

This article does not constitute financial product advice. You should consider obtaining independent advice before making any financial decisions.