Hero challenges market leader Nutricia

A few months ago Hero acquired the Friso baby food brand from Friesland Food Group. This made Hero the number two in the Dutch baby food market behind Numico with its Nutricia brand.

The Friso brand at present consist mainly of dry dairy based baby food. The Hero company already has a wide range of so called wet baby food products in jars on the market. Hero has announced that it plans to add a range of wet products to the Friso range and challenge the position of Nutricia in the years to come.