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Perrigo purchases Nestlé’s Gateway infant formula plant and acquires the U.S. and Canadian rights to Good Start® infant formula brand. Learn more

Store Brand Advantage® Infant Formula

Store Brand Advantage® is a milk-based baby formula with iron that offers complete nutrition for your baby's first year. Like the name brand Similac PRO-ADVANCE®* infant formula, Store Brand Advantage is a Non-GMO formula¥ and doesn't contain artificial growth hormones. Our powder infant formulas are produced in FDA-inspected facilities in Vermont and Ohio, USA. Dairy ingredients are sourced from the United States, Canada and New Zealand.

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Features and Benefits of Store Brand Advantage® Formula
  • Compare to the Nutrition of Similac PRO-ADVANCE
  • Complete Nutrition for Your Baby's First Year
  • 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
  • Brain—Eye—Growth
  • DHA, Lutein, Vitamin E
  • 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 those first 12 months. Baby formula is the only safe alternative to breast milk. This is a fact; healthcare professionals and the American Academy of Pediatrics (AAP) agree.

    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 name brands are held to the same standards.

    Compare Brands

    Compare Store Brand Advantage to the name brand Similac PRO-ADVANCE infant formula. You will notice that our formula is nutritionally comparable and the amounts of each vitamin and mineral is identical.

    Store Brand

    Store Brand Advantage Formula



    Similac PRO-ADVANCE Formula


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    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***.




    Size: 23.2 oz

    Average price: $15.53

    Cost per day: $2.39


    Similac® Advance®

    Size: 23.2 oz

    Average price: $30.48

    Cost per day: $4.45

    Your Savings Results

    By switching to store brand formula, you can save:

    Advantage Formula

    $869.68 per year

    That is:

    $72.47 per month

    $16.72 per week

    $2.39 per day

    Our Infant Formula has Human Milk Oligosaccharide Prebiotic

    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. This prebiotic is also found in Similac PRO-ADVANCE. 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.

    Store Brand Advantage: Brain—Eye—Growth

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

    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 and 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 a 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-ADVANCE® is a trademark of Abbott Laboratories. Store Brand Advantage® 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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