Private Brand Baby Formula Put to the Test.

\"ParentsThis press release from Gordonsville, Virginia based PBM Products is a smart move by a Private Brand manufacturer whose product has come under scrutiny since early in April when PBM released a press release announcing that they had filed suit against Mead Johnson Nutrition Company and Mead Johnson & Co. , division of Bristol Meyers Squibb, the makers of the national brand Enfamil LIPIL Infant Formula. The complaint filed against Mead Johnson in the United States District Court for the Eastern District of Virginia alleged that Mead Johnson has ignored the court\’s two prior injunctions by launching yet another false and misleading advertising campaign designed to undermine public confidence in PBM\’s store-brand infant formulas.
This move to partner with the University of Virginia to conduct clinical studies on infant nutrition is a forward thinking move to build credibility for Private Brand Infant formula. I look forward to seeing the results.

Infant Formula Company Teams With the University of Virginia Pediatrics Department to Conduct Clinical Studies

PBM Products, LLC, a leading infant formula company that supplies store-brand infant formulas to Walmart, Sam\’s Club, Target, Kroger, CVS, Walgreens, and other retailers, has partnered with the University of Virginia (U.Va.) to conduct clinical studies on infant nutrition. U.Va. has been collaborating with PBM during the past few years on studies regarding PBM\’s milk, soy, and specialty infant formulas that compete with expensive national brands, including Enfamil LIPIL and Similac Advance formulas.

\”We know breastfeeding is best for babies,\” said V.P. Cynthia M. Barber, Ph.D., who directs regulatory, medical, and clinical affairs at PBM. \”If parents choose to supplement breast milk with formula, our store-brand formulas are nutritionally equivalent to Enfamil LIPIL and Similac Advance formulas and have science and clinical support behind them just like the brand-name formulas do. We feel our clinical work with University of Virginia is strengthening the public perception of store-brand infant formulas, which are as nutritionally complete as the national brand formulas and comply with the same FDA guidelines.\”

According to James L. Sutphen, M.D., Ph.D., U.Va. Department of Pediatrics and lead researcher on studies involving PBM formulas, it is very common for formula-fed infants to be switched from one formula to another during the first year of life.

\”It\’s important to remember that all infant formulas manufactured and sold in the United States are strictly regulated by the Food and Drug Administration and must be backed by comprehensive growth and development studies,\” said Dr. Sutphen. \”Our work proves there is no physiological reason why you can\’t switch from one brand of infant formula to another that shares the same protein source, which means store brands are just as nutritionally sound as national-brand formulas.\”

Store-brand formulas typically save parents up to 50 percent versus national brand formulas for a potential savings of $600 a year. Visit a baby formula savings calculator online to learn more at .


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.