Online marketplace Catch today announced an e-commerce partnership with The a2 Milk Company to sell its Platinum Infant Formula.

Catch is managing an online store specifically for the sale of a2 formula, handling everything from e-commerce to logistics and finance on behalf of The a2 Milk Company.

Infant formula has been in high demand recently, with photos and videos circulating online in recent weeks showing large queues of people purchasing several tins at a time.

Last week Woolworths reverted to a two tin limit, down from eight, following increasing pressure from families who were struggling to get their hands on the product.

Catch’s channel promises availability even when local stores are out of stock and cuts out waiting in long queues, with delivery to customers’ door in 1-3 business days.

The companies have been working together on the e-commerce offering for the last 12 months but are speaking publicly about the partnership for the first time.

Peter Nathan, CEO Asia Pacific, The a2 Milk Company said Catch has helped provide a “great solution to Australian parents who often cannot find a2 Platinum formula on supermarket shelves due to high demand”.

Catch Group CEO Nati Harpaz says a total “end-to-end solution” helps brands like a2 meet the needs of customers at all times.

“At Catch, we understand what it takes to be successful online and how to manage the customer journey online as well as throughout the fulfillment process. It’s exciting to partner with iconic companies like The a2 Milk Company™ to help them improve customer experiences online.”

“Our 4PL relationship with a2 will allow us to leverage our existing infrastructure and warehouse facility to build a new services arm to our business. Many FMCG suppliers require expertise and assistance with their direct to consumer channel and this is where we can step up and help” Harpaz said.