As moms, we’re all familiar with formula company samples. Whether you formula feed or breastfeed, we all received them – those little promotional packages that encourage us to choose their brand. I’d like to talk a bit today about how branding makes these companies so successful.
You see, formula is a highly regulated industry. The FDA requires all manufacturers to meet minimum nutritional requirements to be legally allowed to sell the product – much like pharmaceuticals are required to pass certification before entering the market place.
Much like pharmaceuticals, however, the minimums probably aren’t enough to prevent negative side effects, and therefore formula manufacturers typically exceed these minimums in almost every area.
But here is the kicker – store brand formulas and brand name formulas often contain the exact same levels of nutrition, from almost identical ingredients.
They’re essentially the same.
Just take a look at this comparison of one popular store brand, Parent’s Choice, vs. a popular Name Brand – Enfamil.
They’re almost identical, and yet when you look at the cost comparison, the Parents’ Choice formula is almost $15 per can less than the Enfamil.
Why? Branding, that’s why. (more…)