Reckitt Benckiser is building a modern-day Procter & Gamble, according to a report published by Forbes magazine.

The UK-based FMCG giant is pursuing an M&A strategy that centers around targeting the growing middle class in emerging markets, a similar strategy to that which propelled P&G to FMCG powerhouse status in the post-war era, according to writer Antoine Gara.

RB’s latest US$17.9 billion acquisition of baby formula brand Mead Johnson is a case in point, according to Gara; with a strong presence in China, it’s perfectly positioned to benefit from rising consumer spend and population growth in Asia.

“Mead Johnson’s geographic footprint significantly strengthens our position in developing markets, which account for approximately 40 percent of the combined group’s sales, with China becoming our second largest ‘Powermarket’,” commented RB CEO Rakesh Kapoor on the acquisition.