Store Brand Infant Formula: Taking the Stress Off Moms Today

By Gwendolyn Dattage, Publisher of St. George Macaroni Kid September 18, 2020

As a new mom, there are a million things you must worry about, learn about, and stress about - but feeding your baby doesn't have to be one of them. Breast milk provides all the nutrition your baby needs and is recommended by healthcare professionals, but that doesn't always work out. Luck for you there is another safe feeding option recommended by pediatricians, and that's baby formula.

"Yikes - there are a million different formulas to choose from, and I don't know where to begin!"

That's what went through my head as a new mom, and the aisle of options was overwhelming. Plus, the big-name brands and their big price tags were something I was trying to wrap my head around. My mental burden was quickly put at ease when I was introduced to Store Brand Infant Formula. Store Brand Infant Formula offers the same complete nutrition and meets the same FDA standards as the pricey brands like Similac and Enfamil, but costs up to 50% less. That adds up to $900 a year in savings, which is a huge mom-win for me!

Does this sound too good to be true? Well, I learned that name-brand formula makers spend literally hundreds of millions of dollars on marketing every year trying to attract new moms. They use expensive tactics like television advertising and direct mail to get "high value" coupons and samples into mom's hands before she even gives birth. These marketing costs are ultimately reflected in their retail prices. Store Brand Infant Formula doesn't spend a lot of money on marketing. Most expenses are in the ingredients and the quality built into the manufacturing process.

I also learned that commercial infant formula was introduced in the 1860’s to address the extremely high infant mortality rates that were a reality in the 19th Century. Formula-feeding became a life-saving alternative for many and continues to be the only safe alternative to breast milk that supports infant growth and development today.

That being said, according to a recent survey, one in five moms do not feel prepared by hospital staff for how to feed their baby with infant formula, yet two out of three moms end up using infant formula during their baby's first year. To be honest, when I left the hospital, I knew nothing about formula. The makers of store brand formula offer a free e-book: it's called "Formula for a Reason: Tips and Tricks from Experts and Parents Who’ve Been There". It has everything you need to know, with advice from experts who also happen to be moms. Parenting doesn't come with a manual, but Store Brand Infant Formula does.

The survey also revealed that one in five moms said they have used more water than required by the instructions when preparing infant formula. In fact, 35 percent admitted diluting formula with extra water to help make it easier to digest, 33 percent said they did this to help the baby poop easier and 24 percent thought it would make the formula last longer. Diluting infant formula can be very dangerous for your baby. Store Brand Infant Formula is priced so you don't feel like you need to stretch your formula so it will last longer.

The e-book offers a ton of information. Topics include:

  • The different types of formula in stores today
  • The differences between organic and non-GMO formula
  • Choosing the right formula for your baby
  • How much formula your baby should drink
  • All the other questions running through your mind as a new mom.

Available on, this educational resource will answer other questions that may be racing through your head. Below are important formula-feeding safety tips:

Formula Safety do's and don'ts

  • Always wash your hands before preparing infant formula.
  • Always check the expiration date.
  • Read and follow the preparation instructions on the formula label.
  • Use opened or prepared formula within the timeframes outlined on the container.
  • Ask questions. Your pediatrician and formula manufacturer are there to help answer any questions that you may have.
  • Purchase formula from reputable retailers.
  • Never heat your baby’s bottle in the microwave.
  • Don’t prepare formula using a blender. 
  • Don’t use expired formula.
  • Don’t dilute or stretch formula with extra water.

Visit for more information and make sure you have their e-book on hand to walk you through everything you need to know when starting out. Store Brand Infant Formula will reduce the stress from your mom journey - and from feeding your baby. This is a savvy choice because it offers complete nutrition at a tremendous value; it will help you emotionally and financially. 

Join us on Thursday, October 1 at 12:00 pm ET (9:00 am PT) for a live virtual chat featuring money-saving tips with Store Brand Infant Formula's expert, Tonya Rapley. Tonya will lead discussions around tips for parents to save money safely and easily at the grocery store, and even have some great giveaways to give out during the discussions to members of the viewing audience.

Click HERE to join our event on Facebook.

*Survey Methodology: This survey was conducted between July 23 - August 22, 2018, among 2,000 nationally representative Americans between the ages of 18 and 65 who currently have a child between the ages of one and three, using an email invitation and an online survey. Margin of error is +/- 3 percent.