Nanny Care
Nannycare is a UK-based specialist goat milk baby formula brand offering three stage-specific formulas (0-6 months, 6-12 months, 1-3 years) sourced exclusively from the New Zealand Dairy Goat Co-operative, sold direct-to-consumer and through Tesco, Morrisons, Ocado, Amazon, and UK pharmacies to parents seeking cow's milk alternatives.
- Company typePrivate
- Founded1998
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nanny Care does
Nannycare (UK) Limited is a privately-held, UK-based specialist in goat milk-based infant and toddler nutrition, operating exclusively in the regulated infant formula category. The company was founded in 1991, with current founder and Managing Director Claire Magee taking over operations in 1998. Its product range is limited to three stage-specific formulas: Stage 1 First Infant Milk (0-6 months), Stage 2 Follow On Milk (6-12 months), and Stage 3 Toddler Milk (1-3 years), all sold in 800g tins at £21.50–£22.00 each or as boxes of six for ~£129–£132. All products are manufactured through an exclusive partnership with the Dairy Goat Co-operative in New Zealand — a farmer-owned collective of 71 family farms producing goat milk solely for baby formula since the late 1980s.
The company's core technology centres on whole A2 goat milk as the primary protein source, retaining naturally occurring milk fat and milk fat globule membrane (MFGM) while avoiding skimmed milk or added whey. The May 2025 reformulation added 2'-FL (2'-fucosyllactose) fibre and plant-based DHA from Schizochytrium sp. microalgae, replacing fish-oil DHA. Nannycare's most consequential historical move was founder-led: a 15+ year clinical and regulatory effort culminating in 2014 EU and UK regulatory recognition of goat milk formula as equivalent to cow's milk formula — a category that did not legally exist in these markets prior to that change.
Nannycare operates a straightforward consumer goods revenue model: one-time product sales via DTC e-commerce (Shopify storefront at nannycare.co.uk), major UK grocery (Tesco, Morrisons, Ocado), Amazon marketplace, and pharmacy channels. The customer base consists of individual parents — primary segment being parents of newborns seeking gentle alternatives to cow's milk formula, with secondary use cases among parents of babies with digestive sensitivities or mild feeding issues. The brand uses a product-led growth motion supported by content marketing (Care Hub blog), parent testimonials, expert-reviewed clinical evidence (60+ studies), and ESG credentials (ClimatePartner, EcoVadis Bronze). The company is UK-only, with international delivery explicitly unavailable, and operates with a small headcount of 1–10 employees.
Nanny Care firmographics
Firmographics- Name
- Nanny Care
- Legal name
- Nannycare (UK) Limited
- Website
- https://nannycare.co.uk
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Nannycare is a UK-based specialist goat milk baby formula brand offering three stage-specific formulas (0-6 months, 6-12 months, 1-3 years) sourced exclusively from the New Zealand Dairy Goat Co-operative, sold direct-to-consumer and through Tesco, Morrisons, Ocado, Amazon, and UK pharmacies to parents seeking cow's milk alternatives.
- Ownership category
- akta.pro rank
Nanny Care industry classification
Industry- Product category
- Baby formula (goat milk-based infant nutrition)
- NAICS
- Dairy Product (except Frozen) Manufacturing (31151), Dairy Product Manufacturing (3115), Dry, Condensed, and Evaporated Dairy Product Manufacturing (311514)
- SIC
- Dairy Products (2020), Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Infant Formula & Specialized Dairy Nutrition Manufacturing (AFAKAKAJ)
- akta.pro secondary industries
- Toddler & Pediatric Nutritional Powder Manufacturing (Milk-Based) (AFAHAHAH), Follow-On & Growing-Up Milk Formula Manufacturing (Stage 2/3+) (AFAHAHAB)
Keywords
Where Nanny Care is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Nanny Care business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales (E-commerce): Nannycare sells formula products directly through its website nannycare.co.uk to consumers in the UK, offering individual tins and bulk boxes of 6. This is the primary direct-to-consumer revenue channel.
- Retail Distribution: Products sold through major UK supermarkets (Tesco, Morrisons, Ocado) and Amazon marketplace, generating revenue through wholesale distribution agreements.
- Pharmacy Sales: Formula available through pharmacies, with most able to order for next-day collection, providing another retail channel for parents.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Stage 1 First Infant Milk (0-6 months) - 800g tin |
| Unit Pricing | Pay-as-you-go | Stage 2 Follow On Milk (6-12 months) - 800g tin |
| Unit Pricing | Pay-as-you-go | Stage 3 Toddler Milk (1-3 years) - 800g tin |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Nanny Care product offering
Product offeringCore offering
Nannycare produces and sells goat milk-based infant and toddler formula under three stage-specific products: Stage 1 First Infant Milk (0-6 months), Stage 2 Follow On Milk (6-12 months), and Stage 3 Toddler Milk (1-3 years). The formulas are manufactured in New Zealand through an exclusive partnership with the Dairy Goat Co-operative using whole A2 goat milk with minimal processing, no added whey, and include 2'-FL fibre and plant-based DHA. Products are sold directly to UK parents via the company's e-commerce site and through major retailers and pharmacies.
Product overview
Nannycare is a British baby formula company specialising exclusively in goat milk-based infant and toddler formulas. The product portfolio consists of three stage-specific formulas: Stage 1 First Infant Milk (0-6 months), Stage 2 Follow On Milk (6-12 months), and Stage 3 Toddler Milk (1-3 years). All products share a common foundation of whole A2 goat milk sourced from the Dairy Goat Co-operative in New Zealand, with minimal processing and no added whey. The updated formulations include 2'FL Fibre and plant-based DHA from algae. The company positions itself as the UK's only specialist goat milk formula brand, backed by over 30 years of expertise and 60+ clinical studies.
Differentiator
Problem solved
Functional benefit
Brands
- Stage 1 First Infant Milk: First infant goat milk formula suitable from birth, designed for babies 0-12 months.
- Stage 2 Follow On Milk
- Stage 3 Toddler Milk
Products and services
- Nannycare Stage 1 First Infant Milk Goat milk-based first infant formula suitable from birth (0-6 months), made with whole A2 goat milk, MFGM, 2'-FL Fibre, and plant-based DHA (algal oil). Available in 800g tins at £21.50 or box of 6 for £129.00. Designed for parents seeking a gentle, science-backed alternative to cow's milk formula for newborns.
- Nannycare Stage 2 Follow On Milk Goat milk-based follow-on formula for babies aged 6-12 months, formulated to complement the weaning diet. Contains whole A2 goat milk, MFGM, 2'-FL Fibre, and plant-based DHA. Available in 800g tins at £22.00 or box of 6 for £132.00. Recognised with Nourish Kids Silver Award 2022.
- Nannycare Stage 3 Toddler Milk Goat milk-based toddler formula for children aged 1-3 years, made with whole A2 goat milk, MFGM, 2'-FL Fibre, and plant-based DHA. Formerly called 'Growing Up Milk' before May 2025 rebranding. Recognised with Nourish Kids Silver Award 2022.
Quantifiable outcome
- Over twice the whole goat milk compared to nearest UK competitor
- +4 more outcomes
Companies that use Nanny Care
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
Nanny Care technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
Nanny Care partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Dairy Goat Co-operative (New Zealand)flagshipThe Dairy Goat Co-operative is a farmer-owned collective in New Zealand comprising 71 family farms. They are the pioneers who created the world's first goat milk formula in the late 1980s. The Co-operative produces goat milk exclusively for baby formula (never cheese), with complete traceability from farm to tin. Nannycare's formulas are guided by their unrivalled knowledge of specially produced goat milk and goat-milk formula science. The partnership enabled the landmark clinical trial that led to EU and UK regulatory recognition of goat milk formula.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Nanny Care competitors and assessment
Company assessmentEmerging players
- Oli6: Australian goat milk formula brand focused on stage-specific products. Smaller, more niche peer that overlaps on the goat-milk-only category and similar demographic targeting.
Direct peers
- Kabrita: Global goat milk formula specialist brand with broad international distribution. Direct category peer focused exclusively on goat milk nutrition for babies and toddlers.
- Bubs Australia: Australian goat milk formula brand with growing international distribution including China. Competes in the same goat milk formula category with similar clean-label positioning.
- Kendamil: UK-based premium infant formula brand that has expanded into goat milk formula, competing head-to-head in UK retailers and using similar 'gentle/natural' positioning. Closest direct competitor in the UK premium formula space.
Broad incumbents
- Aptamil (Danone): Market-leading UK infant formula brand owned by Danone. Sets the category standard for UK retailers and competes with Nannycare for shelf space, particularly in mainstream supermarket baby aisles.
- Holle: European organic and biodynamic infant formula brand. Comparable on premium 'clean' positioning and increasingly available alongside Nannycare in UK specialist and online channels.
- HiPP: European organic baby food and formula brand with strong UK presence. Overlaps with Nannycare on the 'natural/gentle' positioning axis and competes in the same premium parent segment.
- SMA Nutrition (Nestlé): Long-established UK infant formula brand owned by Nestlé. Competes for the same parent customer across Tesco, Morrisons, and Ocado shelf space.
- Cow & Gate (Danone): Mass-market UK infant formula brand owned by Danone. Represents the cow's milk baseline that Nannycare explicitly positions its goat milk alternative against.
Others
- Mumsnet: UK parent community and review platform that shapes formula purchase decisions. Not a competitor but an influential distribution and word-of-mouth channel that materially affects Nannycare's parent-led GTM motion.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Nanny Care social profiles
Digital presenceNanny Care compliance and trust
Trust signalCompliance4 records
Nanny Care financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nanny Care leadership team
Management profileNumber of profiles
Profiles1 record
Nanny Care funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nanny Care M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nanny Care
What does Nanny Care do?
Nannycare produces and sells goat milk-based infant and toddler formula under three stage-specific products: Stage 1 First Infant Milk (0-6 months), Stage 2 Follow On Milk (6-12 months), and Stage 3 Toddler Milk (1-3 years). The formulas are manufactured in New Zealand through an exclusive partnership with the Dairy Goat Co-operative using whole A2 goat milk with minimal processing, no added whey, and include 2'-FL fibre and plant-based DHA. Products are sold directly to UK parents via the company's e-commerce site and through major retailers and pharmacies.
Is Nanny Care a public or private company?
Nanny Care is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Nanny Care founded?
Nanny Care was founded in 1998. It employs 1 to 10 people.
Where is Nanny Care based?
Nanny Care is headquartered in London, United Kingdom, in the Europe region.
How does Nanny Care make money?
Three revenue lines are on record. Direct Product Sales (E-commerce) is the primary driver. The others are retail Distribution and pharmacy Sales.
Who are Nanny Care's main competitors?
Oli6 is listed as an emerging player. Direct peers are Kabrita, Bubs Australia and Kendamil. Broad incumbents are Aptamil (Danone), Holle, HiPP, SMA Nutrition (Nestlé) and Cow & Gate (Danone). Mumsnet is listed as an others.
Does Nanny Care have an API?
No public API is recorded for Nanny Care.
What industry is Nanny Care in?
Nanny Care's product category is Baby formula (goat milk-based infant nutrition). Its primary akta.pro industry code is AFAKAKAJ, Infant Formula & Specialized Dairy Nutrition Manufacturing, with a secondary code of AFAHAHAH, Toddler & Pediatric Nutritional Powder Manufacturing (Milk-Based). Its NAICS code is 31151 and its SIC code is 2020.