Bellamy's Organic

What Bellamy's Organic does

Bellamy's Organic is an Australian certified-organic infant formula and baby food company headquartered in Melbourne, Victoria, with manufacturing operations in Braeside, Victoria. The company produces a portfolio spanning four organic formula ranges (Classic, Beta Genica-8 with A2 protein, Omni-Pure, and Guard) plus a complementary baby food range covering cereals, porridges, pouches, pasta, and fruit snacks, organized by age stage from birth to 36+ months. All products carry dual organic certification (Australian Certified Organic and NASAA/Southern Cross Certified) and are manufactured at a dedicated site using food-safety infrastructure including Wipotec SC-S 4000 X-ray inspection and QR-code-based product authentication.

The company makes money through unit-based pricing across direct-to-consumer e-commerce (bellamysorganic.com.au, with free shipping over $150 AUD) and broad retail distribution through Australia's dominant supermarket chains (Coles, Woolworths), pharmacy chains (Chemist Warehouse, TerryWhite Chemmart), discount retailers (Big W, IGA), and Amazon. Internationally, Bellamy's sells via localized e-commerce storefronts in China, Singapore, Malaysia, Vietnam, Hong Kong, and the United States, targeting health-conscious parents seeking certified organic, clean-label nutrition for infants and toddlers who are willing to pay a premium price point (~$36 AUD per 800g formula tin).

Operationally, Bellamy's is led by CEO Andrew Cohen with founder Dooley Crighton-Bellamy and CFO Nigel Underwood, employs 101-250 people, and ranks as Australia's No.1 Organic Formulated Milk Brand (per Circana data through November 2025) and the 10th largest global baby food company by industry comparison. The brand is reinforced through a strategic ambassadorship with Bindi Irwin and Wildlife Warriors Australia Zoo, positioning the company around 'a pure start, inspired by nature' messaging.

Name

Bellamy's Organic

Legal name

Bellamy's Australia Pty Ltd

Website

https://bellamysorganic.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Bellamy's Organic is an Australian certified-organic infant formula and baby food company serving health-conscious parents in Australia and six international markets through direct e-commerce and major retailers like Coles, Woolworths, and Chemist Warehouse.

Ownership category

akta.pro rank

Product category

Organic Infant Formula & Baby Food

NAICS

Dairy Product Manufacturing (3115), Dairy Product (except Frozen) Manufacturing (31151), Food Manufacturing (311)

SIC

Dairy Products (2020), Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Organic & Clean-Label Baby Nutrition (CRADAEAK)

akta.pro secondary industries

Infant Formula (Standard Cow’s Milk-Based) (CRADAEAA), Toddler & Growing-Up Milk (12+ months) (CRADAEAC), Baby Snacks (Puffs, Biscuits, Teething Snacks) (CRADAEAF), Baby Food & Infant Fruit/Vegetable Products (Purees, Pouches) (AFAKAFAJ)

Keywords

• Organic infant formula
• Baby food products
• Toddler milk drinks
• Certified organic nutrition
• Infant cereals

Headquarters

HQ city

Launceston

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through bellamysorganic.com.au with free shipping on orders over $150 in Australia
2. Retail Distribution: Products sold through major Australian retailers including Coles, Woolworths, Chemist Warehouse, TerryWhite Chemmart, Big W, IGA, and Amazon

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Bellamy's Organic manufactures and sells certified organic infant formula (Classic Range, Beta Genica-8, Omni-Pure, and Guard lines), toddler milk drinks, and complementary baby foods including cereals, porridges, ready-to-eat oatmeals, pasta, and fruit snacks for infants and toddlers from birth to 36+ months. All products are Australian-made from certified organic cow's milk and ingredients, dual-certified organic, and free from synthetic pesticides, GMOs, antibiotics, growth hormones, and artificial additives.

Product overview

Bellamy's Organic is an Australian baby nutrition company offering a comprehensive portfolio of organic infant formulas and baby food products. The core formula range includes four distinct product lines: Classic Range (Step 1-3, now 2.0 with palm oil free formulation and prebiotics), Beta Genica-8 (A2 protein formula for sensitive tummies), Omni-Pure, and Guard. The baby food portfolio spans cereals (Baby Rice with GOS, Baby Porridge, flavored porridges), pouches (ready-to-eat oatmeals), pasta (Farm Animal Pasta Shapes, Veggie Pasta Spirals), and fruit snacks (Apple Snacks, Pear & Apple Snacks). Products are organized by age groups: 0-6 months, 6-12 months, 12-36 months, and 36+ months. All products are dual-certified organic, Australian made, and free from artificial colors, preservatives, GMOs, and synthetic pesticides.

Differentiator

Problem solved

Functional benefit

Brands

• Classic Range: Best-selling organic formula and milk drinks range for babies from birth to 3+ years, now palm oil free with optimal blend of organic prebiotics
• Beta Genica-8
• Omni-Pure
• Guard

Products and services

• Classic Range Formula (Step 1-3) Australia's best-selling certified organic infant formula and toddler milk drink range for babies from birth to 3+ years, made from certified organic cow's milk with iron fortification and organic prebiotics. Palm oil free.
• Beta Genica-8 Formula Organic infant formula using milk from cows that naturally produce only the A2 protein type (no A1 beta casein), designed for babies who may experience digestive issues with regular cow's milk protein.
• Omni-Pure Formula Organic formula product line in the Bellamy's range.
• Guard Formula Organic formula product line in the Bellamy's range.
• Step 4 Junior Milk Drink Toddler milk drink for children 3+ years (36+ months), formulated as a gentle option for little tummies.
• Baby Rice with GOS Organic rice cereal for babies 4+ months, enriched with iron (48% RDI per serving) and prebiotic GOS for digestive health.
• Baby Porridge Organic oat and rice flour cereal for babies 5+ months, enriched with iron (48% RDI per serving).
• Milk & Vanilla Baby Rice Organic rice cereal with milk and vanilla for babies 6+ months, iron-enriched (55% RDI per serving).
• Apple & Cinnamon Baby Porridge Organic porridge with apple and cinnamon for babies 6+ months.
• Banana & Apple Porridge Organic porridge with banana and apple for babies 4+ months.
• Banana Custard Organic custard for babies 6+ months, with a creamy texture.
• Apple & Fig Oatmeal Ready-to-eat organic oatmeal with apple and fig, providing sustained energy release from whole grains of oats and brown rice.
• Apple Snacks 100% organic apple slices as a convenient finger food snack for toddlers 12+ months.
• Pear & Apple Snacks 100% organic pear and apple slices as a convenient finger food snack for toddlers 12+ months.
• Farm Animal Pasta Shapes
• Veggie Pasta Spirals Vegetable-shaped organic pasta spirals for babies 9+ months, with no added sugar or salt.

Named customers7 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Wildlife Warriors / Bindi IrwincoreStrategic or Co-development PartnerBellamy's Organic partners with Wildlife Warriors Australia Zoo, featuring Bindi Irwin as brand ambassador. The partnership promotes environmental stewardship and organic living, with messaging of 'A pure start, inspired by nature'. The collaboration includes co-branded content and community initiatives supporting wildlife conservation.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HiPP: European organic infant formula and baby food brand with a multi-decade organic heritage; competes head-on with Bellamy's in the organic/clean-label infant nutrition category in markets where the brands overlap.
• Holle: Demeter/biodynamic organic infant formula and baby food brand; competes with Bellamy's on the premium organic positioning, particularly in cross-border e-commerce and APAC premium grocery.
• Bubs Australia: Australian infant nutrition company best known for organic goat milk formula and baby food; directly competes with Bellamy's in Australian supermarket and pharmacy channels and on the organic/clean-label positioning.
• a2 Milk Company: Australian-listed dairy company built on A2 beta-casein protein, including an a2 Platinum infant formula line; competes with Bellamy's directly on A2 protein positioning and on Australian retail shelf space.
• Nature One Dairy: Australian infant formula manufacturer with established distribution in Australian retail and export markets; comparable peer given shared Australian manufacturing base and infant formula focus.
• Blackmores: Australian-listed natural health and nutrition company with an infant and children's nutrition range (including pregnancy and toddler products); overlapping target customer (Australian health-conscious parents) and retail footprint.

Broad incumbents

• Abbott (Similac): Global healthcare company whose Similac line is a leading infant formula brand; competes with Bellamy's in export markets and on retailer shelves, especially in Asia-Pacific.
• Reckitt Benckiser (Mead Johnson / Enfamil): Owns the Enfamil infant formula brand via Mead Johnson; competes with Bellamy's globally and particularly across the APAC markets where both brands have multi-channel distribution.
• Danone (Aptamil/Karicare): Global dairy and infant nutrition incumbent owning the Aptamil and Karicare formula brands; a direct brand-level competitor to Bellamy's in Australia but operates across a much broader dairy and nutrition portfolio.
• Nestle (NAN): Global packaged foods incumbent with the NAN/Gerber infant nutrition portfolio; competes broadly with Bellamy's in Australian retail and across Bellamy's international markets but as part of a much wider food portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/BellamysOrganicAU
• Facebookfacebook.com/bellamysorganic
• LinkedInau.linkedin.com/company/bellamy's-organic
• Instagraminstagram.com/bellamysorganic
• TikToktiktok.com/@bellamysorganic
• Xx.com/BellamysOrganic

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bellamy's Organic