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Store Brand Complete® Comfort Infant Formula

Store Brand Complete® Comfort is a milk-based baby formula with iron that offers complete nutrition for your baby's first year. Like the advertised brand Similac PRO-TOTAL COMFORT®*, our Complete Comfort is a gentle formula that contains easy-to-digest proteins for delicate tummies. It's also a Non-GMO formula¥ and doesn't contain artificial growth hormones. Store Brand infant formulas are produced in FDA-inspected facilities in Vermont and Ohio, USA. Dairy ingredients are sourced from the United States, Europe, Canada and New Zealand.


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Features and Benefits of Store Brand Complete Comfort Formula
  • Compare to the Nutrition of Similac PRO-TOTAL COMFORT
  • Easy-to-Digest Proteins for Delicate Tummies
  • Non-GMO¥ (Ingredients not genetically engineered)
  • No Artificial Growth Hormones
  • 2'FL HMO§—A Prebiotic Commonly Found in Breast Milk
  • 2'-FL HMO for Immune Support
  • Gluten-Free Infant Formula
  • Certified Kosher by the Orthodox Union – (U)D
  • Formula Scoop

    Breast milk contains all the nutrients, vitamins and minerals your baby needs for that special first year 0-12 months. According to the American Academy of Pediatrics (AAP) baby formula is the only safe alternative to breast milk.

    Here's another fact: all infant formulas sold in the United States are required to meet the same FDA standards for safety and quality. This means store brand formula and the big-name advertised brands are held to the same safety and quality standards.

    Compare Formula Brands

    Store Brand Complete Comfort is nutritionally comparable to Similac PRO-TOTAL COMFORT. All infant formulas sold in the United States are required to meet the same FDA standards for safety and quality. This means Store Brand Complete Comfort and the name brand are held to the same standards.

    Store Brand
    Complete Comfort®

    Store Brand Complete Comfort Formula

    $14.98

    Similac®
    PRO-TOTAL COMFORT®

    Similac PRO-TOTAL COMFORT Formula

    $28.98

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    Nutrients/100 Cal
    Protein g
    2.32
    2.32
    Fat g
    5.4
    5.4
    Carbohydrate g
    11
    11
    Water g
    134
    141
    Linoleic Acid mg
    1000
    1000
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    Vitamins
    Close Icon

    Minerals

    Compare Formula Brands

    Compare Store Brand Complete Comfort to the name brand Similac PRO-TOTAL COMFORT infant formula. You will notice that our formula is nutritionally comparable with each vitamin and mineral. Plus, Complete Comfort is a gentle baby formula made with partially broken-down proteins to ease digestion for your baby's delicate tummy.

    Savings

    Savvy moms know that store brands make sense nutritionally—and financially. When it comes to choosing baby formula, buying a store's brand versus the comparable national brand is a smart decision. The nutrition is there, thanks to strict FDA regulations, and so is the savings. In fact, store brand infant formulas can help families save more than 50% compared to national brands—that's an average of $75 a month and more than $900 a year***.

    Complete Comfort Formula has Human Milk Oligosaccharide Prebiotic

    Store Brand Complete Comfort is a gentle baby formula with human milk oligosaccharide (HMO), a prebiotic that helps establish beneficial bacteria for immune support.

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

    The oligosaccharide 2' -FL HMO is found in Similac PRO-ADVANCE. We added 2' -FL HMO to Complete Comfort so it can help nourish your baby's immune system to be more like the immune system of a breastfed baby.

    Brain & Eye, Immunity

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

    • DHA is an omega-3 fatty acid that 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 Complete Comfort formula also contains antioxidant vitamins and minerals, including Vitamin A, C, E and Zinc for immune support.

    Store Brand Complete Comfort Non-GMO¥ Infant Formula

    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.

    Clinically Studied, Safe Infant Formula

    Clinical evidence has demonstrated that store brand formulas are well-tolerated by babies. They're also clinically proven to support growth and development****. One clinical study by University of Virginia researchers found that switching from a store brand formula to an advertised brand is safe and well tolerated by infants*****.

    Our FDA-inspected facilities have been producing formulas for more than 30 years in strict compliance with current good manufacturing practices (cGMP). They are fully compliant with the Safe Quality Food (SQF) Code, which certifies that our food safety and quality management system complies with this international and domestic food-safety standard.

    When you choose Complete Comfort or any store brand formula, you're choosing to feed your baby formula that is backed by nutrition science and clinical study. We meet the same FDA standards—and save you money on infant feeding.

    ¥Ingredients not genetically engineered.

    *Similac PRO-TOTAL COMFORT® is a trademark of Abbott Laboratories. Store Brand Complete® COMFORT Non-GMO Infant Formula is NOT made by or affiliated with Abbott Laboratories.

    ‡No significant difference has been shown between milk derived from rbST-treated and non-rbST-treated cows.

    §Not from human milk.

    *** Calculations based on June 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.

    ****Studied before the addition of prebiotics.

    *****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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