From September 21 to 23, Witsbb, as one of the eight Australian brands participating in the delegation organized by the Australian Trade and Investment Commission (Austrade) in collaboration with Complementary Medicines Australia (CMA), visited Vietnam. The delegation was part of Australia’s ongoing efforts to deepen healthcare cooperation with Vietnam and to expand the presence of Australian nutrition brands in the Southeast Asian market. For Witsbb, this visit represented another significant step in its Asia-Pacific expansion strategy and a valuable opportunity to engage with local partners and consumers.
On the first day of the trip, Witsbb visited Long Chau Pharmacy, a leading pharmacy chain in Ho Chi Minh City, Vietnam, focusing on exchanges regarding market cooperation and expansion opportunities. Long Chau Pharmacy currently operates more than 2,700 pharmacies across 34 provinces and cities in Vietnam, serving over 36 million customers—equivalent to more than one-third of Vietnam’s total population. This extensive network provides international brands with critical access to local consumers and valuable insights into Vietnam’s pharmacy retail landscape. The Vietnamese market’s primary principles of “transparency” and “safety” for nutritional products are highly consistent with Witsbb’s adherence to the “100+ Allergen-Free” standard. This alignment positions Witsbb favorably as it seeks to build trust with local partners and consumers.
As an Australian brand specialising in infant and children’s nutrition, Witsbb has focused on the rising demand for nutrition solutions for allergy‑prone infants since its founding. Its core R&D principle is to “avoid allergens at the source”.In April 2025, the brand launched the industry‑first “100+ Allergen‑Free Transparency List”, detailing how its formulations exclude more than 100 common food allergens. From initially avoiding the 8 major common allergens required by national standards, the brand has now systematically excluded over 100 common and potential food allergens, including milk, eggs, soy, nuts, and fish. In February 2026, Witsbb led and joined forces with multiple parties to promote the release of the group standard “Technical Requirements for Allergen-Free Nutritional Formula Foods,” filling the regulatory gap in this industry segment. This standard has become a key differentiator for Witsbb in the sensitive baby nutrition sector. By setting a clear benchmark for allergen management, Witsbb has not only strengthened its own product credibility but also contributed to the broader industry’s quality standards.
The next day, Witsbb visited Pharmedi Vietnam 2026, held at SECC in Ho Chi Minh City. This exhibition is an important international exchange platform for Vietnam’s healthcare industry, connecting local and overseas medical, pharmaceutical, and health industry enterprises and buyers from around the world. The exhibition covered an area of approximately 12,000 square meters, gathering more than 600 brands and booths from over 20 countries and regions, and was expected to attract about 12,000 professional visitors and more than 3,000 buyers. The event featured national and regional pavilions from Germany, Poland, China, South Korea, India, and others. As a vital gateway for international brands seeking to enter the Vietnamese market, Pharmedi Vietnam provided Witsbb with valuable exposure and networking opportunities.
The exhibition covered a wide range of fields, including pharmaceuticals and medicinal raw materials, rehabilitation and physical therapy, home care, and health technology, while also involving nutrition and health-related products. For Witsbb, the value of this Vietnam visit went beyond simply attending the exhibition. More importantly, it provided an opportunity to understand the real needs of local sensitive baby families in Vietnam, as well as the differences among countries and regions in infant physique, allergen sensitivity, and nutritional supplementation habits. These insights provide vital input for the brand’s future product development and formula refinement, while building critical support for its Asia‑Pacific market expansion and product localisation.
Subsequently, in the brand sharing and exchange event organized by Austrade, Witsbb delivered a special product presentation. With its differentiated competitive strength, Witsbb’s “100+ Allergen-Free” core products have been seen by more countries and regions. The presentation highlighted how the brand’s formulation “subtraction” builds trust “addition” for global families, and the “100+ Allergen-Free” standard received positive feedback, with representatives acknowledging its professionalism and differentiation in sensitive baby nutrition.
This visit to Vietnam with the Australian delegation is another key move for Witsbb in the Asia-Pacific market. From the first day’s visit to Long Chau Pharmacy in Vietnam to the next day’s exhibition exchange, facing the explosive growth of global demand for sensitive babies, this Australian infant and child nutrition brand is using its formula “subtraction”—systematically eliminating more than 100 common food allergens—to make a trust “addition” for millions of sensitive baby families worldwide—earning lasting trust from these families through rigorous formulation and raw‑material standards.
On the road of Asia-Pacific market layout, Witsbb will steadily walk out a path of sensitive baby specialization, continuously advancing toward its brand vision of “committed to serving hundreds of millions of sensitive baby families worldwide.” As the demand for safe, transparent, and specialized nutrition continues to rise across the region, Witsbb is well-positioned to leverage its expertise and standards to make a meaningful impact in Vietnam and beyond.
