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There is a generic at both. I use the UP and Up partially broken down whey protein...it's the generic for the enfamil gentle ease. I know with the Target Up and Up brand it will say "compare to...." just look for the one that says compare to Enfamil.
To transition I just switched over and my kids never had a problem. I know some people just slowly introduce the new formula more and the older one less.
When the Similac recall happened I switched Ellie to Babies R Us brand and she hasn't had any problems. In fact, before switching we tried the same Similiac in ready to feed form and it gave her explosive diarrhea but the switch to store brand was no problem at all. Babies R Us has generic enfamil too, not sure if it's the new "newborn" formula or not though.
Thank you very much Meganpixel for my fabulous siggie!
I think the Enfamil newborn is new, isn't it? When my daughter was born last June, she got the regular Enfamil (now Enfamil Infant) in the hospital. So they might not have a generic for the newborn, but you can just switch to the generic for the Enfamil infant since its for newborns too.