Baby Formula Brands Guide 2026: Every Major Brand Compared
Complete overview of all formula brands, where to buy them, and how to choose.
Quick Overview
Market Leaders: Similac (Abbott), Enfamil (Mead Johnson), Gerber (Nestlé)
Premium/European: Kendamil, HiPP, Holle, Bobbie, ByHeart
Best Value: Store brands (Kirkland, Parent's Choice, Up&Up)
Key fact: All FDA-regulated formulas meet the same nutritional requirements
Major US Formula Brands
Similac (Abbott)
Market share: ~40% (largest in US)
Key products:
- Similac 360 Total Care - Flagship with HMOs and no palm oil
- Similac Pro-Advance - Standard infant formula
- Similac Pro-Sensitive - For lactose sensitivity
- Similac Alimentum - Hypoallergenic
- Similac Soy Isomil - Plant-based protein
Unique features: OptiGRO blend (DHA, lutein, vitamin E), no palm oil in many products
Where to buy: Target, Walmart, Amazon, CVS, Walgreens, grocery stores
Price range: $25-45 per can
Enfamil (Mead Johnson/Reckitt)
Market share: ~35%
Key products:
- Enfamil NeuroPro - Flagship with MFGM for brain development
- Enfamil Gentlease - For fussiness and gas
- Enfamil A.R. - For reflux (thickened)
- Nutramigen - Hypoallergenic
- Enfamil Enspire - Premium with lactoferrin
Unique features: MFGM (milk fat globule membrane), Triple Prebiotic Immune Blend
Where to buy: Target, Walmart, Amazon, CVS, Walgreens, grocery stores
Price range: $25-45 per can
Gerber (Nestlé)
Market share: ~15%
Key products:
- Gerber Good Start GentlePro - Comfort proteins, HMOs
- Gerber Good Start SoothePro - For colic and crying
- Gerber Extensive HA - Hypoallergenic
Unique features: Comfort proteins (partially hydrolyzed whey), probiotic L. reuteri
Where to buy: Target, Walmart, Amazon, grocery stores
Price range: $22-40 per can
Premium & European Brands
Kendamil
Origin: UK (now FDA-registered)
Key features:
- Whole milk (not skim) - creamier, more natural fat
- No palm oil
- No corn syrup or maltodextrin
- Organic and Classic options
- HMOs in newer formulations
Where to buy: Target, Amazon, Kendamil website
Price: $35-40 per 28oz can
Bobbie
Origin: US (European-inspired)
Key features:
- USDA Organic
- Modeled after EU standards
- No corn syrup
- Subscription service
Where to buy: Bobbie website, Target
Price: $32 per 14.1oz can
ByHeart
Origin: US (research-driven)
Key features:
- Whole milk
- Organic grass-fed
- Novel protein blend
- Patented fat blend
Where to buy: ByHeart website, Amazon, Target
Price: ~$39 per can
HiPP
Origin: Germany
Key features:
- Organic
- Prebiotics and probiotics
- Multiple stage options
- German, Dutch, and UK versions
Where to buy: Specialty importers, OrganicStart, MyOrganicCompany
Price: $35-45 per box
Holle
Origin: Switzerland/Germany
Key features:
- Demeter biodynamic certification
- Minimal processing
- Cow and goat milk options
Where to buy: Specialty importers
Price: $35-50 per box
Store Brand Formulas (Best Value)
Important: Store brands are made by major manufacturers (often Perrigo) and meet identical FDA standards as name brands.
| Store | Brand Name | Price (vs Name Brand) |
|---|---|---|
| Costco | Kirkland Signature | 40-50% less |
| Walmart | Parent's Choice | 30-40% less |
| Target | Up&Up | 30-40% less |
| Sam's Club | Member's Mark | 40-50% less |
| Amazon | Mama Bear | 20-30% less |
| CVS | CVS Health | 25-35% less |
| Walgreens | Well Beginnings | 25-35% less |
Best value overall: Kirkland (Costco) - requires membership but lowest per-ounce cost
Specialty & Therapeutic Formulas
For Allergies/Sensitivities
- Nutramigen (Enfamil) - Extensively hydrolyzed
- Similac Alimentum - Extensively hydrolyzed
- Gerber Extensive HA - Extensively hydrolyzed
- EleCare (Abbott) - Amino acid-based
- PurAmino (Mead Johnson) - Amino acid-based
- Neocate (Nutricia) - Amino acid-based
For Reflux
- Enfamil A.R. - Added rice starch
- Similac for Spit-Up - Added rice starch
For Premature Babies
- Similac NeoSure - Higher calories
- Enfamil NeuroPro EnfaCare - For preemies after discharge
Where to Buy Formula
Best Prices
- Costco - Lowest prices, especially Kirkland brand
- Amazon Subscribe & Save - 5-15% discount on recurring orders
- Target Circle - Regular coupons and sales
- Walmart - Competitive everyday prices
Manufacturer Programs
- Similac StrongMoms: Coupons, samples, rewards
- Enfamil Family Beginnings: Up to $400 in savings
- Gerber MyGerber: Coupons and personalized offers
For European Formulas
- Target (Kendamil)
- Amazon (Kendamil, some HiPP)
- OrganicStart.com
- MyOrganicCompany.store
- LittleBundle.com
How to Choose a Formula Brand
Factors to Consider
- Your baby's needs: Allergies? Reflux? Fussiness?
- Budget: Store brands are nutritionally equivalent
- Availability: Can you consistently get it?
- WIC eligibility: Which brands does your state cover?
- Ingredient preferences: Organic? No palm oil? Whole milk?
The Bottom Line
All FDA-regulated formulas provide complete nutrition. The "best" formula is the one your baby tolerates well and that fits your budget and values.
Compare Formula Brands Side-by-Side
Use our comparison tool to see detailed differences.
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