▁as ▁a ▁" pre m ium " ▁brand ▁within ▁that ▁domestic ▁market . ▁▁ ▁In ▁ 2 0 1 3 , ▁the ▁baby ▁food ▁and ▁formula ▁category ▁in ▁Australia ▁experienced ▁ 9 % ▁current ▁value ▁growth ▁largely ▁due ▁to ▁baby ▁formula ▁which ▁experienced ▁a ▁ 1 2 % ▁value ▁increase . ▁ ▁Bell amy ' s ▁had ▁approximately ▁ 3 % ▁share ▁of ▁the ▁overall ▁baby ▁category ▁in ▁ 2 0 1 4 , ▁with ▁approximately ▁ 1 0 % ▁of ▁the ▁baby ▁formula ▁market ▁share ▁and ▁ 1 2 % ▁of ▁the ▁baby ▁c ere als ▁and ▁sn acks ▁market ▁share . ▁ ▁As ▁at ▁ 2 0 1 4 , ▁Bell amy ' s ▁has ▁an ▁estimated ▁ 9 5 ▁per ▁cent ▁share ▁of ▁the ▁organ ic ▁segment ▁of ▁that ▁market . ▁ ▁Bell amy ' s ▁has ▁established ▁a ▁large ▁distribution ▁foot print ▁in ▁Australia , ▁s elling ▁directly ▁to ▁major ▁and ▁independent ▁super mark ets ▁and ▁ph arm acy ▁networks . ▁ ▁In ▁addition , ▁Bell amy ' s ▁has ▁established ▁a ▁successful ▁online ▁sales ▁capacity . ▁ ▁Bell amy ' s ▁product ▁range ▁is ▁sold ▁in ▁more ▁than ▁▁ 3 , 0 0 0 ▁out lets ▁in ▁Australia , ▁including ▁Col es ▁and ▁W ool worth s ▁super mark ets , ▁Chem ist ▁W are house , ▁To ys ▁R ▁Us ▁and ▁Big ▁W ; ▁as ▁well ▁as ▁independent ▁stores , ▁and ▁through ▁an ▁online ▁ret ail ▁portal . ▁ ▁Ex port ▁market ▁and ▁growth ▁It ▁is ▁estimated