Bubs (ASX:BUB) share price down 9% in September despite upcoming US launch

Anticipation surrounding Bubs’ US launch hasn’t been enough to boost the company’s stock

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The Bubs Australia Ltd (ASX: BUB) share price has plummeted this month despite the company’s United States launch date fast approaching.

Bubs announced its plans to launch in the US back in June, with its products set to hit North America’s virtual shelves this month.

However, despite the anticipated international launch, the Bubs share price has slid a massive 8.8% since its first close of September.

The formula products will be launched on both Walmart‘s (NYSE: WMT) and Amazon‘s (NASDAQ: AMZN) online stores. While the products can already be found on Amazon.com, it seems they aren’t available for purchase on either of the sites yet.

Right now, the Bubs share price is 39 cents, having gained 1.3% today.

Let’s take a closer look at Bubs’ upcoming US launch.

Bubs’ US launch is imminent

The Bubs Australia share price has had a rough start to the month despite the company’s imminent overseas launch.

Two of the company’s products will soon be available to be purchased by US consumers. They are both from the company’s Aussie Bubs range of toddler formulas. One is a goat milk-based product and the other is a cow milk-based product.

In its financial year 2021 results presentation, Bubs reported its first shipment of products destined for the online retailing megaliths had cleared US customs and was found to be compliant with US Food and Drug Administration labelling standards.

In anticipation of the launch, Bubs Australia has created a North American subsidiary named Aussie Bubs Inc. Aussie Bubs Inc is based in northern California and will spearhead the company’s US marketing.

However, the excitement surrounding the international launch hasn’t transferred to the company’s share price.

Bubs share price snapshot

The dip experienced by the Bubs share price in September has added to its poor year’s performance.

Right now, the company’s share price is 35% lower than it was at the start of 2021. It has also fallen 50% since this time last year.

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Motley Fool contributor Brooke Cooper has no position in any of the stocks mentioned. John Mackey, CEO of Whole Foods Market, an Amazon subsidiary, is a member of The Motley Fool’s board of directors. The Motley Fool Australia’s parent company Motley Fool Holdings Inc. owns shares of and has recommended Amazon. The Motley Fool Australia’s parent company Motley Fool Holdings Inc. has recommended the following options: long January 2022 $1,920 calls on Amazon and short January 2022 $1,940 calls on Amazon. The Motley Fool Australia has recommended Amazon and BUBS AUST FPO. The Motley Fool has a disclosure policy. This article contains general investment advice only (under AFSL 400691). Authorised by Bruce Jackson.

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