I think this move by Nestle validates everything A2 are about....

I think this move by Nestle validates everything A2 are about. It is competition but will not stop the exponential growth of A2 platinum sales. In fact it will help accelerate them. This is where the power of first mover advantage, executed well comes in. A2M created the "a2 brand", on the back of the science and have executed very well. This establishes them as the premium brand. They have 5% of the overall market. This is significant and, no doubt, by now A2M will have more. Nestle are still selling a1 formula. They won't be seen as the experts, nor the best of breed in the a2 one category. More like a jack of all trades.

Compared to A2 Platinum the brand name "Atwo" looks like a ripoff or copycat brand. Not the premium brand.

BTW there is plenty of space for more a2 brands as the overall market for a2 IF in Asia grows exponentially.