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Store Brand Gentle® Infant Formula

Gentle Infant Formula
  • Closer to Breast Milk*
  • For Fussiness, Gas and Crying
  • Partially Hydrolyzed Whey Protein
  • Low-Lactose Formula with 25% Less Lactose
  • Complete Nutrition for Babies
  • DHA Vitamins & Minerals
  • Non-GMO** Ingredients Not Genetically Engineered
  • Compare to the Nutrition of Enfamil Premium® Gentlease® Formula***

Easy to Digest Formula for Gassy Babies

Store Brand Gentle Infant Formula is available in a variety of "store brands" at leading retail and grocery chain store across the country. This means our Gentle formula for gassy babies is sold under a retail store's private label. You may discover the label might be the chain's own name, or a brand name created exclusively by the retailer for their stores.

Easy to digest, Store Brand Gentle infant formula contains ingredients that support brain development:

  • Cognitive
  • Social
  • Motor
  • Communication

Store Brand Gentle offers complete milk-based nutrition. Store Brand Gentle is a partially hydrolyzed formula, which means it contains cow's milk protein that has been broken down into smaller parts to aid with digestion. It also contains 25 percent less lactose than standard milk-based formulas.

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

Store brand infant and toddler formulas are available under different store banners (labels) of retail, drug, and grocery stores across the country. Store Brand Infant is a milk-based powder formula with iron. It offers complete nutrition tailored for infants 0-12 months.

All store brand milk-based formulas are Non-GMO, meaning they are produced using ingredients that have not been genetically engineered. Our formulas are also gluten free and Certified Kosher by the Orthodox Union--(U)D.

Store Brand Gentle infant formula compares to the nutrition of the nationally advertised brand, Enfamil Premium® Gentlease® infant formula. Like Enfamil and other pricey big-name brands, store brand formulas meet the same Food and Drug Administration (FDA) standards but cost less money.****

Store brand infant formula is clinically proven to be as well tolerated as Enfamil® Gentlease® formula.**** In fact, we encourage you to conduct a side-by-side comparison of our Gentle formula label to the nutrition on the label of the nationally advertised brand, Enfamil® Gentlease®. Compare ingredients and nutrient levels.

One thing you will notice right away is the cost of formula: store brand infant formula can save you up to $600 a year, or up to 50 percent, versus the advertised brand.****

Our Gentle® Infant Formula contains ingredients that support brain development

More on Infant Nutrition: Breastfeeding and Formula Feeding

Whether you decide to breastfeed entirely, formula feed exclusively, or use a combination of both options to meet your baby's nutritional needs, the makers of store brand formula are here to support your decision 100 percent. Breastfeeding is recommended and it is what nature intended. But it proves difficult for many moms to breastfeed for the entire 12 months. Research by supports this fact: 85 percent of new moms eventually formula-feed their babies.

According to the American Academy of Pediatrics (AAP) and the medical community:

  • Breast milk contains all the nutrients, vitamins and minerals your baby needs for that important first year of life.
  • Infant formula is the only safe alternative to breast milk and sole source of nutrition.

AAP encourages breastfeeding and recognizes that infant formula is the only safe alternative to breast milk. The organization offers guidance on how to prepare formula safely on its website

Nutrients Found in Breast Milk: Inosital, DHA, Vitamins & Minerals

Store Brand Gentle is inspired by mother's milk. It features DHA, a fatty acid for brain and eye development that is found naturally in breast milk. It also contains choline, which occurs naturally in mother's milk and supports brain and eye development.

Emerging research suggests inositol--a carbohydrate found naturally in breast milk--may play a role in brain development. Inositol is also abundant in colostrum--the initial breast milk produced during pregnancy--and mature breast milk.

Inspired by breast milk, Store Brand Gentle contains prebiotics for immune support and digestive health, as well as antioxidant vitamins and minerals, including Vitamin A, C, E, and Zinc for immune support.

Store Brand 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.

Learn more about what non-GMO means to us at

Store brand infant formula is clinically proven to be as well tolerated as Enfamil® Gentlease

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. 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.

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.

Parents Want the Very Best

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. Store brand infant formulas offer quality nutrition directly comparable to brand name formulas, but at a fraction of the cost. 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. ***

Young Families Deserve to Know the Truth

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. Store brand formulas:

  • Are clinically proven to be as well-tolerated as Enfamil
  • Do no increase in spit up, burping, gas, crying or irritability when switched from a name brand to a store brand formula*****
  • No difference in tolerance whether the switch was gradual or immediate
  • 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 Baby Formula Meets the requirements of the Federal Food, Drug, and Cosmetic Act for infant formula
Store Brand
Enfamil® Premium®
Nutrients/100 Cal.
Protein g 2.3 2.3
Fat g 5.3 5.3
Carbohydrate g 10.8 10.8
Water g 134 133
Linoleic Acid mg 780 780
Vitamin A IU 300 300
Vitamin D IU 60 60
Vitamin E IU 2 2
Vitamin K mcg 9 9
Vitamin B1 mcg 80 80
Vitamin B2 mcg 140 140
Vitamin B6 mcg 60 60
Vitamin B12 mcg 0.3 0.3
Niacin mcg 1000 1000
Folic Acid mcg 16 16
Pantothenic Acid mcg 500 500
Biotin mcg 3 3
Vitamin C mg 12 12
Choline mg 24 24
Inositol mg 24 24
Calcium mg 82 82
Phosphorus mg 46 46
Magnesium mg 8 8
Iron mg 1.8 1.8
Zinc mg 1 1
Manganese mcg 15 15
Copper mcg 75 75
Iodine mcg 15 15
Selenium mcg 2.8 2.8
Sodium mg 36 36
Potassium mg 108 108
Chloride mg 63 63

Ingredient Source Information
Produced & Packaged in the USA

Major Ingredients in Our Gentle Formula
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*Than our previous formulation.

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

***Enfamil Premium® Gentlease® are registered trademarks of Mead Johnson & Co. Store Band Gentle® Infant Formula is not made by or affiliated with Mead Johnson & Co.

****Comparison based on June 2018 price survey of Store Band Gentle® Infant Formula vs. Enfamil Premium® Gentlease®. Actual prices may vary by store location and product.

******Studied before the addition of prebiotics.

*****Burkhardt MC, Beck AF, Kahn RS, Klein MD. Are our babies hungry? Food insecurity among infants in urban clinics. Clin Ped. 2012; 51(3):238‐243.

*******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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