the beauty of being the only "A2 only brand" is they can enter whatever price category they want obviously with different versions of their product. Suffice to say they will focus on the premium end. Not sure Nestle will ever be considered best in category in a2 IF.
A2M management have been very savvy to date and they have been playing the long game from day one with their Platinum brand. Limiting supply, targeted scientific studies, strategic supply and manufacturing partners, strategic use of the daigou channel, registering TM's, patents etc. All of this will now pay off when the competition comes.
They knew there would be competition once they started making an impact on market share.
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