We are committed to providing safe, nutritionally complete infant formulas to parents and babies, and we are doing everything possible to provide as much infant formula to our retail partners during this challenging time.

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Find a Store Brand Formula Alternative

Download our Store Brand Infant Formula Quick Guide to help your families find a generic alternative.

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Good News for Babies with Cow's Milk Allergy

The first and only clinically studied generic Hypoallergenic Infant Formula is now available.1 Finally, you can now recommend a more affordable option for your families.

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The Top Infant Formula Recommendations

After an extensive review of 55 infant formulas, Wirecutter, a New York Times company, names Perrigo Store Brand Infant Formulas among top recommendations.

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Published March 2021, Updated August 2022

The New Your Times Wirecutter
Infant Formula Aisle

Where does generic infant formula come from?

You can't put a price on health and nutrition, but there’s no reason to pay a premium just for the name on the label. Store brand infant formulas offer complete nutrition just like the more expensive name brand options, and meet or exceed all Food and Drug Administration (FDA) standards. It’s called formula for a reason™.

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Supplemental Nutrition Assistance Program (SNAP)

Store Brand Infant Formula is SNAP Eligible

You can help your patients stretch their dollar, not their formula. All infant formulas are eligible for SNAP, but Store Brand Formulas cost up to 50% less, which provides caregivers twice as many days of safe, complete nutrition compared to the expensive national brands like Similac® or Enfamil®. Make sure to discuss all available options with your families because every dollar counts.

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Parents deserve an affordable hypoallergenic option.
And now they have one.

The first and only generic extensively hydrolyzed infant formula to meet AAP guidelines for hypoallergenic infant formulas is now available.1 Store Brand Hypoallergenic Formula provides complete nutrition and is clinically tested to deliver comparable tolerance as Nutramigen® in patients with cow's milk allergy.2

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1Pediatric Nutrition (8th Edition) ; ISBN electronic: 978-1-61002-361-0 ; ISBN print: 978-1-61002-360-3 ; Publication date: January 2020.
2Barber, C, Prieto, P.A., Wallingford, J.C. (2018). A Double-Blind, Randomized, Crossover Allergy Study of an Extensively Hydrolyzed Casein Formula. Journal of Nutrition and Food Sciences. In a randomized, DBOFC a single administration of Store Brand Hypoallergenic Infant Formula was comparable to a single administration of Nutramigen® for non-reactivity in patients with confirmed CMA. Both satisfied established AAP criteria for hypoallergenic formulas.

Who is Perrigo?

Perrigo is the manufacturer behind all store brand infant formulas. For more than 20 years, store brand infant formulas have been trusted by pediatricians, parents, and caregivers. Today, Perrigo produces a variety of routine and specialty formulas that provide the complete infant nutrition needed for growth and development. Perrigo takes a scientific, evidence-based approach to product development to ensure all formulas contain the latest innovations in infant nutrition. Just like their name-brand counterparts, store brand infant formulas are clinically studied and meet the same FDA standards.

Cow Our dairy ingredients are sourced from leading dairy markets including the United States, Canada, New Zealand, and Europe.
Factory Our powder infant formulas are manufactured in FDA-inspected facilities in Vermont and Ohio.
Store Perrigo is the private label manufacturer of all Store Brand Infant Formula at retailers nationwide.
Formula Whether a family shops at Target or Walmart, CVS or Walgreens, Amazon or Costco, they can be sure that all Store Brand Infant Formulas have met the same high-quality standards.
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"I tell every patient who isn’t nursing or who needs to supplement to get Store Brand Infant Formula. We personally used Target’s Up & Up brand. It was by far the best tolerated and least expensive. We were really happy with it."


Flushing, NY


Healthcare professionals share their experiences with Store Brand Infant Formula.

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Where to Buy

Store brand infant formula is available nationwide at major retailers, warehouse clubs, drug stores, and food markets.

Comforts for Baby at Kroger
Parent's Choice at Walmart
CVS Health at CVS
Little Journey at Aldi
Signature Care at Safeway
Signature Care at Albersons
Well Beginnings at Walgreens
Love and Care at Amazon
Always My Baby at Giant
HEB Baby at HEB
Meijer Baby at Meijer
Tippy Toes at Wegmans
Berkley Jensen at BJ's Wholesale
Home 360 Baby at Food Lion
Lidl at Lidl
Member's Mark at Sam's Club
Kirkland Signature Procare at Costco
Up&Up at Target
Comforts for Baby at Kroger

Find a Store

Help Families Get Up to 9 Days1 of Store Brand Infant Formula for Free, After Rebate!

While we don’t flood your office with samples, we can help patients try store brand for free … you can request a rebate kit for your practice, which includes important product information for you, and 50 rebate tear-sheets worth up to $20 each to hand to your patients. This helps them get started experiencing complete nutrition with everyday savings provided by store brand infant formula.

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Rebate Tearsheet Kit

1. Reflects an average consumption of 26 fl. oz. per day in the first year. Pricing, reconstitution rates and infant formula consumption may vary.
Based on IRi Market Advantage sales data, May 2021.
Please see product labels for full disclaimers.