Private Brand Baby Formula Sells For $808 million

Private Brand drug manufacturer Perrigo announced that it would buy privately held PBM Holdings Inc, a Private Brand baby food and formula manufacturer, for about $808 million in cash. Gordonsville, Virginia-based PBM manufactures and distributes Private Brand formula and baby foods sold by retailers including: Walmart, Sam’s Club, Target, Costco, Kroger and Walgreens.

The purchase comes on the heels of the historic jury verdict and corresponding award of $13.5 million in damages in its false advertising lawsuit against Mead Johnson & Co., the makers of the national-brand Enfamil LIPIL Infant Formula. PBM’s lawsuit claimed that Mead Johnson engaged in false and misleading campaigns against PBM’s competing Private Brand of infant formulas, suggesting they do not give the same nutrition as Mead Johnson’s brands.

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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.