Hyproca Nutrition Co, . Ltd.

What Hyproca Nutrition Co, . Ltd. does

Hyproca Nutrition Co., Ltd. (海普诺凯营养品有限公司) operates the Kabrita (佳贝艾特) brand, a Netherlands-origin goat milk infant formula brand with a century of Dutch dairy heritage. The company has built a vertically integrated supply chain from Dutch Golden Pastures (荷兰黄金牧场) located at 50-53°N latitude, with quality standards including bacterial counts <100,000 CFU/ml, protein ≥3.47%, and fat ≥4.41%, all exceeding EU requirements. Its core proprietary technology platform is the Goat Milk Humanization Research (羊奶母乳化研究) supported by a dedicated Goat Milk Humanization Research Center that collaborates with 10 global breast milk banks and universities across the US, Spain, Netherlands, Italy, and China. The company has accumulated 100+ goat milk research achievements, with results published in international peer-reviewed journals. Production leverages a proprietary Fresh Nutrient Instant-Lock Technology (鲜活营养秒锁工艺) that captures and locks in fresh nutrients from farm to factory.

The company sells an extensive product portfolio spanning the full family lifecycle: premium infant formula lines (悦白, 晶绽, 晶萃悦白, 悦启, 悦护) plus variants including green cap, platinum crystal, organic milk source, and blue aurora editions, regional variants (Hong Kong and Netherlands editions), children's growth and eye-health formulas (睛滢儿童粉, 学生成长奶粉), maternal formula (孕妈奶粉), and middle-aged/elderly formula (中老年配方奶粉). Per Frost & Sullivan's 2024 Global Goat Milk Industry Research Report, Kabrita ranked first globally in goat milk formula brand sales volume and market share; Nielsen IQ data indicates it held over 60% market share of imported infant goat milk formula in China across 27 cities for six consecutive years (2018-2023).

The business model is direct-to-consumer with a multi-channel distribution strategy: official websites for China (kabrita.com.cn), Netherlands, Hong Kong, and the US; flagship stores on JD.com and Tmall; and authorized offline retail stores across all 31 Chinese provincial-level regions. Channel partnerships with mother-and-baby chains such as Yingying Shijie (孕婴世界连锁) drive substantial volume, exceeding 100,000 cans per month at that single chain as of November 2024. Products are sold in 60+ countries globally. The company operates within the broader Ausnutria (澳优) corporate group and conducts community marketing through the Jia Mi Hui (佳蜜汇) membership loyalty program, academic/medical marketing at industry conferences including the Chinese Medical Association Pediatrics annual conference and the China Dairy Conference D20 Forum, and corporate social responsibility via the Youai Public Welfare (优爱行动) program launched in 2013.

Name

Hyproca Nutrition Co, . Ltd.

Legal name

海普诺凯营养品有限公司

Website

https://kabrita.com.cn

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Hyproca Nutrition Co., Ltd. operates the Kabrita (佳贝艾特) brand, the world's leading goat milk infant formula brand with Dutch dairy heritage. It sells a full family lifecycle of goat milk nutrition products across 60+ countries, serving infants, children, students, pregnant mothers, and elderly consumers through e-commerce and authorized retail channels.

Ownership category

akta.pro rank

Product category

Infant Formula / Goat Milk Nutrition

NAICS

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

SIC

Dairy Products (2020), Food And Kindred Products (2000)

akta.pro primary industry

Infant Formula & Specialized Dairy Nutrition Manufacturing (AFAKAKAJ)

akta.pro secondary industries

Specialty & Medical Infant Formula (Hypoallergenic, Lactose-Free, Metabolic) (CRADAEAB), Follow-On & Growing-Up Milk Formula Manufacturing (Stage 2/3+) (AFAHAHAB)

Keywords

• Goat milk formula
• Infant nutrition products
• Dairy nutritional products
• Maternal and child nutrition
• Specialty milk formula

Headquarters

HQ city

Den Haag (The Hague)

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2C Product Sales (Goat Milk Formula): Revenue is generated from direct-to-consumer sales of goat milk formula products across multiple channels including e-commerce platforms (JD.com, Tmall), the company's own website, and offline authorized retail stores. Products span infant formula, children's growth formula, student formula, middle-aged/elderly formula, and maternal formula categories.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Hyproca Nutrition manufactures and sells the Kabrita (佳贝艾特) brand of goat milk formula products spanning infant formula (multiple sub-lines including 悦白/Yuebai, 晶绽/Jingzhan, 晶萃悦白/Jingcui Yuebai, 悦启/Yueqi, 悦护/Yuehu with variants and regional editions), children's growth formula, student formula, maternal formula, and middle-aged/elderly formula. Products are sold through the company's own website, JD.com, Tmall, and an authorized retail store network covering all 31 Chinese provinces, with international distribution across 60+ countries.

Product overview

Hyproca Nutrition Co., Ltd. operates as a goat milk nutrition company with its flagship brand Kabrita (佳贝艾特), offering a comprehensive goat milk formula portfolio spanning the entire family lifecycle. The product portfolio includes: infant formula products (悦白, 晶绽, 晶萃悦白, 悦启, 悦护 and their variants including green cap, platinum crystal, organic, and blue aurora editions, plus Hong Kong and Netherlands regional versions), children's nutritional products (睛滢儿童粉, 儿童成长奶粉, 学生成长奶粉), maternal nutrition (孕妈奶粉), and adult/elderly formulas (中老年配方奶粉). The company positions itself as a century-old Dutch dairy enterprise with a full-chain quality system from pasture to table, focusing on goat milk humanization research and claiming over 100 scientific research achievements in goat milk nutrition.

Differentiator

Problem solved

Functional benefit

Brands

• 悦白系列羊奶粉: 婴幼儿配方羊奶粉产品线
• 晶绽系列羊奶粉
• 晶萃悦白系列羊奶粉
• 悦启系列羊奶粉
• 悦护系列羊奶粉
• 睛滢儿童粉
• 向扬儿童羊奶粉
• 佳蜜汇会员计划

Products and services

• 悦白婴幼儿羊奶粉 (Yuebai Infant Goat Milk Formula) Premium infant goat milk formula positioned as easy to digest and absorb, featuring 100% goat milk source with comprehensive nutrition for babies aged 0-3 years. Includes standard edition, green cap variant with dual precious nutrition ingredients, and platinum crystal edition offering superior protection for sensitive infants.
• 晶绽婴幼儿羊奶粉 (Jingzhan Infant Goat Milk Formula) Infant goat milk formula focused on dual-action absorption and protection, formulated to support digestive health and immune defense for babies.
• 晶萃悦白婴幼儿羊奶粉 (Jingcui Yuebai Infant Goat Milk Formula) Premium infant goat milk formula with proven dual protection benefits, featuring enhanced nutritional composition for comprehensive infant development.
• 悦启婴幼儿羊奶粉 (Yueqi Infant Goat Milk Formula) Infant goat milk formula with 10 cognitive development benefits, formulated to support brain development and intellectual growth in babies.
• 悦护婴幼儿羊奶粉 (Yuehu Infant Goat Milk Formula) Enhanced protection infant goat milk formula with double protection formula, designed to support infant immune system and digestive health. Available in organic milk source variant (有机奶源版) with certified organic goat milk ingredients and blue aurora edition (蓝曜版) with specialized nutritional formulation.
• 佳贝艾特婴幼儿羊奶粉 (港版 / Hong Kong Edition) Hong Kong regional edition of Kabrita infant goat milk formula, formulated to meet Hong Kong market regulatory requirements.
• 佳贝艾特婴幼儿羊奶粉 (荷兰版 / Netherlands Edition) Netherlands regional edition of Kabrita infant goat milk formula, originating from Dutch dairy production standards and reflecting the brand's European heritage.
• 睛滢儿童粉 (Jingying Children's Goat Milk Powder) Children's eye health goat milk powder formulated to support vision development and eye health in growing children.
• 儿童成长奶粉 (Children's Growth Formula) Children's growth formula for toddlers and young children requiring enhanced nutrition for physical and cognitive development.
• 学生成长奶粉 (Student Growth Formula) Student growth formula for school-age children and teenagers with specialized nutritional needs for academic and physical development.
• 孕妈奶粉 (Maternal Formula) Maternal formula providing specialized nutrition for pregnant and nursing women, supporting maternal health during pregnancy and lactation.
• 中老年配方奶粉 (Middle-aged and Elderly Formula) Middle-aged and elderly formula addressing nutritional requirements for consumers aged 50 and above, including bone health, immune support, and overall aging-related nutritional needs.

Quantifiable outcome

• Goat milk fat absorption rate可达95% per Nanchang University research report 2024
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Global Breast Milk Banks (10 institutions)coreStrategic or Co-development PartnerKabrita has established partnerships with 10 global breast milk banks for goat milk humanization research. These institutions provide research collaboration and data for comparative studies between goat milk and human breast milk composition, supporting product development and scientific validation.
• US, Spain, Netherlands, Italy, and China Universities and Research CenterscoreStrategic or Co-development PartnerCollaborates with universities and research institutions in the US, Spain, Netherlands, Italy, and China for goat milk nutrition research. These partnerships drive the company's goat milk humanization research agenda and support scientific publication in international journals.
• Chinese Medical Association - Pediatrics (中华医学会儿科)coreStrategic or Co-development PartnerKabrita has been a key partner of the Chinese Medical Association's pediatric annual conferences for four consecutive years, presenting research findings and product innovations to healthcare professionals. The company participated in both the National Pediatrics Academic Conference and the Chinese Dairy Industry Conference.
• China Children and Teenagers Development Foundation (中国儿童少年基金会)minorStrategic or Co-development PartnerKabrita's parent company (澳优/Ausnutria) jointly donated 15 million yuan worth of baby formula supplies to support infant food supply and earthquake disaster relief efforts in Gansu earthquake, coordinated through the China Children and Teenagers Development Foundation.
• 孕婴世界连锁 (Yingying Shijie Mother & Baby Chain)coreChannel Partner/ Reseller/ DistributorMajor channel partner achieving over 100,000 cans monthly sales in November 2024, demonstrating the retail chain's strong market penetration for Kabrita products. This partnership exemplifies Kabrita's channel partner go-to-market strategy.
• Ausnutria (澳优)coreStrategic or Co-development PartnerAusnutria (澳优) is the parent company of Kabrita and Hyproca Nutrition. Ausnutria's CEO Wei Yanqing (魏燕青) attended the China Dairy Conference on behalf of Kabrita, and Ausnutria's Chief Nutrition Scientist Dr. Wang Jiaqi (汪家琦博士) presented Kabrita's goat milk nutrition research findings at industry conferences.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ausnutria (澳优): Ausnutria is the apparent parent corporate group of Hyproca/Kabrita and itself operates multiple goat milk and infant nutrition brands globally. Highly relevant both as parent and as a direct competitor in the broader goat milk infant formula market.
• a2 Milk Company: a2 Milk Company focuses on specialty/non-standard milk (A2 beta-casein cow milk and adjacent categories) with a premium, science-led positioning analogous to Kabrita's goat milk humanization strategy; a leading specialty milk peer globally.
• Feihe (飞鹤): Feihe is China's largest domestic infant formula brand with strong mother-and-baby channel presence and premium positioning; directly competes with Kabrita in Chinese infant formula aisles and consumer mindshare.
• Biostime / H&H Group (合生元): H&H Group's Biostime brand is a leading premium infant formula and nutrition brand in China and globally, with a comparable D2C + offline retail strategy targeting premium parents and overlapping child/maternal nutrition segments.

Broad incumbents

• Mead Johnson (Reckitt): Mead Johnson (owned by Reckitt) is a global infant formula leader with deep presence in China through Enfa and similar brands; competes with Kabrita on premium imported formula positioning and pediatric credibility.
• Yili (伊利): Yili is China's largest dairy conglomerate, with the Jinlingguan infant formula brand and growing goat milk offerings; competes with Kabrita across full infant-to-elderly nutritional portfolios.
• Mengniu / Yashili (蒙牛 / 雅士利): Mengniu's Yashili subsidiary is a major Chinese infant formula competitor with broad mass-market positioning; Mengniu's distribution scale and recent premium push overlap with Kabrita's market.
• Nestlé (NAN / Illuma): Nestlé's NAN and Illuma lines compete with Kabrita globally in premium infant formula; Nestlé's resources and emerging goat-milk SKUs make it a key competitor and potential category disruptor.
• Danone (Aptamil / Nutricia): Danone's Aptamil and Nutricia brands are leading European-origin premium infant formula competitors, with comparable D2C + offline retail strategies and overlapping premium positioning with Kabrita.

Regional players

• Beingmate (贝因美): Beingmate is a long-established Chinese infant formula manufacturer with deep domestic mother-and-baby distribution; competes with Kabrita in China across premium and mass-premium tiers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hyproca-nutrition-co-.-ltd.

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Hyproca Nutrition Co, . Ltd.