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Store Brand Advantage® Infant Formula

Store Brand Advantage Infant Formula
  • Designed to be More Like Breast Milk
  • 2'-FL HMO Prebiotic to Support Immunity
  • Complete Nutrition for Baby's First Year
  • DHA, Lutein & Vitamin E to Support Growth
  • Clinically proven to be as well tolerated as Similac®*
  • Compare to the Nutrition of Similac® PRO-ADVANCE®*
  • Non-GMO*** Ingredients Not Genetically Engineered

Milk-Based, Non-GMO*** Advantage Formula for Your Baby's First Year

Store Brand Advantage is a milk-based powder infant formula with iron that offers complete nutrition for your baby's first year. Our milk-based formulas are Non-GMO, meaning they are produced using ingredients that have not been genetically engineered. They are also gluten free and Certified Kosher by the Orthodox Union--(U)D.

Store Brand Advantage features a blend of nutrients found naturally in breast milk for brain and eye development: DHA, Lutein, and Vitamin E.

  • DHA supports mental and visual development.
  • Lutein is a naturally occurring carotenoid and antioxidant that is concentrated in the eye.
  • Vitamin E is a nutrient that plays a role in healthy cellular development.

Our Store Brand Advantage formula also contains antioxidant vitamins and minerals, including Vitamin A, C, E, and Zinc for immune support.

Advantage compares to the nutrition of the nationally advertised brand, Similac PRO-ADVANCE® infant formula. Both formulas meet the same Food and Drug Administration (FDA) standards and regulations for nutrition, quality, and safety. But you'll pay a lot less costs for the nutritionally comparable store brand every time.****

Human Milk Oligosaccharide and Store Brand Advantage

Store Brand Advantage has human milk oligosaccharide (HMO), a prebiotic that helps establish beneficial bacteria for immune support.

  • HMOs are oligosaccharides***** commonly found in breast milk.
  • The most abundant HMO is known as 2' -fucosyllactose, or 2' -FL.

The oligosaccharide 2' -FL HMO is found naturally and abundant in most mothers' breast milk. We added 2' -FL HMO to Advantage so it can help nourish your baby's immune system to be more like the immune system of a breastfed baby.

Our Advantage® infant formula contains prebiotics to support your baby's immune system and digestive health

More on Infant Nutrition: Breastfeeding and Formula Feeding

The makers of store brand formula want you to find your own "formula for success" during your journey as a mother. Breastfeed, formula feed, or combine both to meet your baby's nutritional needs. Do what works for you—and be sure to speak with your child's pediatrician to find the right solution or "best formula" for your infant.

Breastfeeding is recommended by experts, but not all moms can breastfeed for the entire 12 months for a variety of reasons. According to, 85 percent of new moms eventually formula-feed their babies.

Store Brand Advantage baby formula meets the nutritional recommendations of the American Academy of Pediatrics (AAP), an organization of 62,000 pediatricians committed to the optimal physical, mental, and social health and well-being for all infants, children, adolescents, and young adults

  • The AAP urges moms to breastfeed because mother's milk contains all the nutrients, vitamins, and minerals your baby needs.
  • The AAP also recognizes that infant formula is the only safe alternative to breastfeeding.
  • Infant formula is required by law to provide a sole source of nutrition for infant growth and development.

AAP offers guidance on bottle feeding and mixing formula with water on its website

What Non-GMO Baby Formula Means to Us

We consider an infant formula to be "Non-GMO" if it uses ingredients from crops that do not have a genetically engineered version in the marketplace or, if an ingredient could come from a crop that has a genetically engineered version, that ingredient comes from the version of the crop that has not been genetically engineered.

We take measures to eliminate genetically engineered material in our ingredients, but trace amounts might be present in our products. We disclose that trace levels may be present in finished product from process sources and manufacturing environments. Additionally, some methods used to obtain ingredients (such as fermentation) may involve genetically modified microorganisms or genetically engineered substrate.

Animal feed is often genetically engineered. This may mean some dairy ingredients used in the manufacture of non-GMO infant formulas may originate from cows fed some feed containing genetically engineered ingredients. This is common among many dairy-based non-GMO foods on the market today.

Learn more about what non-GMO means to us at

Vermont and Ohio: Meeting Rigorous Nutrition, Quality and Safety Standards

It's called formula for a reason. All infant formulas sold in the United States meet the same FDA standards. Store brand formula meets these nutrition and safety standards, as well as the recommendations of the AAP.

  • Store brand infant formulas are produced in FDA-inspected facilities in Vermont and Ohio, U.S.A.
  • Our dairy ingredients are sourced from leading dairy markets, including the United States, Canada, and New Zealand.

We are also fully compliant with the Safe Quality Food (SQF) Code, which certifies that a supplier's food safety and quality management system complies with this international and domestic food-safety standard.

Our Advantage® infant formula contains prebiotics to support your baby's immune system and digestive health

Parents Want the Very Best for their Babies

As parents, we know you want the best for your baby, especially in making infant feeding choices. Be sure to ask your pediatrician about store brand infant formula.

More and more healthcare professionals are helping families separate marketing hype from fact. A growing number of pediatricians realize that selecting an infant formula can be a very emotional decision for parents. They know moms and dads naturally want the "best formula" for their baby, equating higher cost with higher quality.

But the facts are different, and the only significant difference between store brands and nationally advertised baby formula brands is price.

  • Our infant formulas offer quality nutrition and are comparable to advertised brands.
  • Store brand formulas offer significant savings versus the big brands.

By choosing store brand infant formula, your baby gets everything that matters but you pay up to half the cost of formula that is heavily marketed as a big brand. ***

Learn the Truth: Formula is Heavily Regulated and It's Safe to Switch Brands

FDA heavily regulates infant formula—that's why it's considered a "formula" and not a "food" for babies. Formula is a recipe that requires a minimum and maximum range of nutrients and adherence to stringent nutritional, safety, and quality regulations. The recipe also guides moms on how to safely prepare, use, and store formula.

A clinical study by University of Virginia researchers found that switching baby formula brands is safe and well tolerated in infants. In the study, babies who switched from a nationally advertised brand milk-based formula to a store brand milk-based formula didn't experience an increase in spit up, burping, gas, crying or irritability compared to babies who stayed with the national brand.

Store brand formulas:

  • Are clinically proven to be as well-tolerated as the big-name brands
  • Do no increase in spit up, burping, gas, crying or irritability when switched from a name brand to a store brand formula*****
  • Are well-tolerated by babies; there is no difference in tolerance whether babies are gradually or immediately switched
  • Clinically proven to support growth and development****
  • Cost up to 50 percent less than comparable national brand name formulas***

As your little one grows, he or she will reach different milestones. Store brand infant formulas have helped millions of babies meet and grow beyond these milestones for more than 20 years.

Our New, Innovative Store Brand Infant Formula Package, and Same Quality Nutrition
Store Brand
Nutrients/100 Cal.
Protein g 2.07 2.07
Fat g 5.6 5.60
Carbohydrate g 10.7 10.5
Water g 133 141
Linoleic Acid mg 860 1000
Vitamin A IU 300 300
Vitamin D IU 75 75
Vitamin E IU 1.5 1.5
Vitamin K mcg 8 8
Vitamin B1 mcg 100 100
Vitamin B2 mcg 160 160
Vitamin B6 mcg 63 63
Vitamin B12 mcg 0.26 0.26
Niacin mcg 1100 1100
Folic Acid mcg 16 16
Pantothenic Acid mcg 470 470
Biotin mcg 4.6 4.4
Vitamin C mg 9 9
Choline mg 24 24
Inositol mg 4.9 4.9
Calcium mg 82 82
Phosphorus mg 44 44
Magnesium mg 6 6
Iron mg 1.9 1.9
Zinc mg 0.79 0.79
Manganese mcg 5 5
Copper mcg 95 95
Iodine mcg 6 6
Selenium mcg 2 2
Sodium mg 25 25
Potassium mg 110 110
Chloride mg 68 68

Ingredient Source Information
Produced & Packaged in the USA

Major Ingredients in Our Advantage Formula
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*Studied before the addition of prebiotics.

**Similac PRO-ADVANCE® is a registered trademark of Abbott Laboratories. Store Brand Advantage® Infant Formula is NOT made by or affiliated with Abbott Laboratories. Store Brand Advantage® Infant Formula does not contain the identical proprietary ingredient blend of prebiotics, patented levels of nucleotides, lutein, and lycopene in Similac PRO-ADVANCE®.

***As used on this website, Non-GMO means the ingredients were not genetically engineered.

****Comparison based on June 2018 price survey of Store Brand Advantage® Infant Formula vs. Similac PRO-ADVANCE®. Actual prices may vary by store location and product.

*****Not from human milk.

******The Safety of Formula Switching for Infants. Cynthia M. Barber, Ph.D., Amanda Tusing, Lisa Kisamore, Beth Lawton PNP, Margaret Steele-Kosowitz, RN, James Sutphen M.D., Ph.D.

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