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Parents Can Save Money Without Sacrificing Nutrition

baby drinks infant formula

Published September 2020

It’s no secret that brand name infant formula comes with a hefty price tag. Whether it’s the exclusive feeding choice or a supplement to breastfeeding, regular purchases can add up over time. For parents who are struggling with rising costs, store brand formula varieties can save up to 50% and offer the same nutrition.1

We want parents to be comfortable with this money-saving decision – and to understand comparable store brand options. That starts with sharing share some lesser-known facts.

Separate Facts and Fiction

When it comes to feeding a baby, loving parents want to make the best choices. Of course, breastfeeding is the gold standard. When it’s not an option or parents need to supplement, brand name formula is typically the go-to. However, whether for supplementing or personal choice, 75% of babies in the U.S. will use infant formula at some point in the first year. Ensuring parents are aware of all the options can help all families.

It’s common practice for pediatricians to offer formula samples during office visits. While it may feel helpful to give families free samples, that temporary fix could have major cost implications. Research has shown that 69% of families often perceive free samples as an endorsement.2

What parents don’t realize: Store brand formula is comparable to the brand name options. Here are a few other common misperceptions:

  • Fiction: Store brands don’t offer the same nutrition.
    Fact: Store brand infant formula meets the same FDA nutritional and quality standards as popular brands like Enfamil®, Similac®, and Gerber®. The only difference is the price.
  • Fiction: Switching can cause feeding issues.
    Fact: A research study from the University of Virginia Children’s Hospital showed store brand formula is just as well tolerated as brand name options. In the study, babies who switched to a store brand equivalent didn’t experience an increase in spit-up, burping, gas, crying or irritability.3

Options for Every Baby

Parents also may not be aware that store brand formula is the same from retailer to retailer. Perrigo is the supplier of all store brand formula and partners with most major retailers in the U.S. While the offerings and store brand names vary by retailer, the formulations meet consistent quality standards in each category.

Knowing this can save parents a lot of heartache if they aren’t able to find formula at a given retailer. Especially during terms of financial uncertainty, it’s helpful to know about supply alternatives.

Store brand formula comes in comparable varieties offered by brands such as Enfamil®, Similac® and Gerber®. Perrigo supplies seven different varieties, so parents can easily find the right options, including:

Infant Formula
Advantage Formula
Gentle Formula
Tender Formula
Sensitive Formula
Added Rice Starch Formula
Soy Formula

Tools You Can Use

When parents turn to you for advice on which formula to feed their baby, consider discussing store brand options. They can be especially helpful for families who are facing food insecurity. A survey showed that 97% of pediatricians have heard from families that they dilute infant formula to save money and make their formula last longer.4 This can be extremely dangerous as babies are not getting the critical nutrients they need at a time of rapid growth. Store brand formula can help parents provide their babies with complete nutrition at an affordable cost.

Use these tools to help parents make informed decisions:

  • This comprehensive eBook allows new and expecting parents to learn more about formula and feeding in the first years of life.
  • This brand comparison tool helps parents find the store brand equivalents of brand name formula.

1. Calculations based on April 2020 IRi Market Advantage annual retail sales data of national brand infant formula powder compared to store brand infant formula powder cost per week based on an average weekly usage of 1.5 pounds of powder.
2. Perrigo Nutritionals. Enfamil® vs. Similac® Infant Formulas: The #RaiseTheDHA Petition. . Accessed: April 22, 2020.
3. The Safety of Formula Switching for Infants, Barber et al. 2012
4. Wakefield Research, (2019), Perrigo Formula for Safety Survey. 500 respondents.

Help Families Get Up to 8 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.

Request Rebate Kit
Rebate Tearsheet Kit

1Reflects an average consumption of 1.5lbs powder per week in the first year. Pricing, reconstitution rates and infant formula consumption may vary.
Based on Circana sales data April 2023.