Friday, August 22, 2008

Target Brand Formula? Have you used it?

Department: Guinea pig

I was shopping today and noticed that the Target-brand equivalent to my baby's $24 container of formula cost just shy of $11. Half price? Are they kidding? Why have I not tried this before? Probably because I'm a little wary of "switching up" formula on my kid at this stage of the game. But my husband got laid off three weeks ago and he got a severance package, but we're still trying to cut back, so I thought I'd give it a shot.

I have almost a full container of the name brand formula left, so I won't open this new one until sometime next week. Has anyone tried it? What did you think? Was it the same product for half the freakin' price? Cuz if it is, I'm all over it for the next three+ months!!

Any help is appreciated!


  • At first, I told myself I would never buy the Target brand formula, but then I realized how expensive cans and cans of Enfamil were, and I switched. The Target brand is not as fine and a bit more yellow, but if you compare the labels, they contain the same ingredients. So we used it and my son is fine and perfect.

    By Blogger kirida, on Friday, August 22, 2008  

  • You know how it says something like "compares to (whatever brand knock off)" on the label? To be able to put that on there, the ingredients have to be the same (per the FDA). So it's just processed differently, and I believe the filler ingredients are allowed to differ.

    I used it.

    By Blogger cdrinkworth, on Friday, August 22, 2008  

  • I used it. We had absolutely no problems with it.

    By Blogger BostonCJP, on Friday, August 22, 2008  

  • We use Target brand formula and our baby actually prefers it (as does our wallet!). We read the labels and compared to some of the name brand formulas - completely the same.

    By Blogger Cloggsy, on Friday, August 22, 2008  

  • We used it, too. My mom is a pediatric nurse practitioner, and she said what cdrinkworth said -- has to meet the same FDA guidelines.

    By Anonymous Anonymous, on Friday, August 22, 2008  

  • We used it and I swear by it!

    By Blogger nicole, on Friday, August 22, 2008  

  • I used one can of regular formula and then it has been Target brand all the way. It has saved us soooo much money!

    By Blogger Melissa, on Friday, August 22, 2008  

  • Target formula was awesome. The diapers are decent too, but the wipes suck. They are the flimsy ones like Pampers and I prefer the thickness of Huggies. Umm they also have their own version of Desitin super cheap.

    By Blogger Megryansmom, on Saturday, August 23, 2008  

  • Used it with our youngest. We switched from Enfamil to Target brand and didn't notice a difference. We did the math and the difference in the price of formula bought our diapers each month.

    By Blogger Stephanie, on Saturday, August 23, 2008  

  • I have a friend who swore by Target brand formula. Of course, she told me this when my 2nd child was 13 months old and onto milk...

    We're still friends, but come-on! Share a good deal with a sister!!!

    By Blogger Katie @ 3 Blondes and a Redhead, on Sunday, August 24, 2008  

  • Just found your site, so am new but did want to say I used to use the organic walmart (is that a dirty word here? :) ) brand b/c I had read it was made by the same folks as similac. It madea huge difference to our budget. My baby was certainly no worse for wear. If you are still nervous, I'd ask your pedi how he/she feels but I think considering generic is a great idea!

    By Blogger Caroline, on Sunday, August 24, 2008  

  • Whenever I switched to a cheaper brand...i mixed my last can of brand with the generic. It made me feel a littl emore at ease about switching. Eased into it instead of cold turkey. LOL

    By Blogger Susan Helms, on Sunday, August 24, 2008  

  • I used the Target purple formula (lactose reduced) and it was a TON cheaper than the Enfamil reduced lactose. SAME difference. Also, Costco sells their Kirkland brand formula and it's EVEN cheaper. (They only have regular not lactose reduced.)

    By Blogger Csilla, on Sunday, August 24, 2008  

  • My pediatrician said to think of formula like gasoline. Used it with the last baby and had no problems at all. Diapers are great too.

    By Blogger We Make You Stupid, on Monday, August 25, 2008  

  • I would suggest mixing half and half of your normal formula with this new formula just to make the transition easier and then increase the amt. of the target formula slowly til you're using all that formula. This helps their tummies and you will have a better transition. I used "knock off" formulas and always had luck with them. They are regulated by the FDA so they are not going to be too different. And once your baby is on mostly solids you can switch to toddler formula which is even cheaper and doesn't contain some of the vitamins that your child would already and would just eliminate.

    By Blogger SEG, on Tuesday, August 26, 2008  

  • i always told myself i would ONLY buy the name brand formula. that was until i realized the store brand was 1/2 the price. HELLO... YOU COULD BE BUYING YOURSELF MORE GROOVY THINGS AT TARGET!!! i will say i switched gradually... you know, mix 1/2 of the name brand w/ 1/2 of the generic for a few feedings... the baby will be fine... buy the generic & save the extra $$!!

    By Blogger dixie, on Tuesday, August 26, 2008  

  • It's great! I'm using it for the baby and used for my 2 year-old (even used the next stage one too). I mentioned it to the pediatrician and she was fine with it.

    I'm all about HALF-PRICE!

    By Blogger Parker & Dillon's Mom, on Wednesday, August 27, 2008  

  • I love Traget too, in fact I think their brands are usually better than the well known name brands. Like their nuts, they are great!


    By Blogger Louise, on Thursday, August 28, 2008  

  • We used it for our little girl and she's perfectly healthy and we think she's gifted too.:) Who knows--give it a try and see what happens!:)

    By Blogger Stefanie, on Friday, August 29, 2008  

  • I use Similac, but if the Target brand is similar to the name brand one that I use, I'd be all over it, too! That is a HUGE savings...

    By Blogger Anna, on Friday, August 29, 2008  

  • Even with the same ingredients listed, I would switch over gradually adding some to the old formula more and more over time. Change can affect the diapers as well, so be prepared for that!

    By Blogger Reenie's World, on Tuesday, September 02, 2008  

  • We've used it - loved it.

    By Blogger BKicklighter, on Tuesday, September 02, 2008  

  • I used the Enfamil Gentlease version of Target formula for a brief bit. My son tolerated it just fine but he spits up ALOT and I was so not into yellow stains on everything.

    I have also tried store brand infant gas drops and they work just as well and are a quarter of the cost of Mylicon.

    By Blogger Nita, on Tuesday, September 02, 2008  

  • I used it with my second daughter. We first used enfamil for awhile but with the Target brand being half the price, we switched. She had no problems. Loved it! But my twins on the other hand, would spit up all the time. From what I read, the reason why generic is so much cheaper, is that they don't pay for advertising and packaging

    By Blogger Katerina, on Thursday, September 04, 2008  

  • I was kinda like Kirida...but a quick check of the ingredients label on the Target brand and the Enfamil told me what I needed to know. My son was fine with the switch (he'd only been on the enfamil through one can). No problems here with the Target brand. In fact, when/if the time comes that I need to take my daughter off mommy's milk and put her on formula, I'll be going to Target brand!

    By Blogger snarflemarfle, on Thursday, September 04, 2008  

  • i've never used the target brand, but my brother & sister-in-law did w/ their nephew and seemed happy w/ it. i've mixed it for him a few times and i did notice that it was a bit stinky (personal opinion). i say make the switch if you can!

    By Blogger Prasti, on Monday, September 08, 2008  

  • We were in the same boat as you. We started off with Enfamil until I sent my husband out to buy more formula and he came back with the Target brand. I was reluctant at first, but the ingredients for both are the same. The color and consistency are different, but our son didn't mind. I have since moved to Hawaii and there is no Target(now I am venting!). We have since switched to Kmart brand formula with the same ingredients. I actually like the Kmart brand better. It mixes much better, no clumping like the Target brand. And the color is more like Enfamil. I also had a hard time removing the Target brand yellow formula stains from our son's clothes. Give the Kmart brand a try. My husband and I are both doctors so believe me we are super anal about what be feed our little boy. He is 11 months and weighs 25pounds.

    By Blogger Trang Chesler, on Tuesday, September 09, 2008  

  • We were in the same boat as you. We started off with Enfamil until I sent my husband out to buy more formula and he came back with the Target brand. I was reluctant at first, but the ingredients for both are the same. The color and consistency are different, but our son didn't mind. I have since moved to Hawaii and there is no Target(now I am venting!). We have since switched to Kmart brand formula with the same ingredients. I actually like the Kmart brand better. It mixes much better, no clumping like the Target brand. And the color is more like Enfamil. I also had a hard time removing the Target brand yellow formula stains from our son's clothes. Give the Kmart brand a try. My husband and I are both doctors so believe me we are super anal about what be feed our little boy. He is 11 months and weighs 25pounds.

    By Blogger Trang Chesler, on Tuesday, September 09, 2008  

  • Lots of people on my baby board used it and loved it. Kenna puked it up the first try, so we just stuck with Similac Advanced.

    By Blogger Peeved Michelle, on Friday, September 12, 2008  

  • all formula has to ahdere to the same guidelines, when my son was on formula we used the target brand. no issues with it at all

    By Blogger Kirsten, on Friday, September 12, 2008  

  • With my first son, he spit up everything but GoodStart, so I had to use that. Tons of $$$$. My second son doesn't seem to have the same gastric issues and so I've been using the Target brand no problem. Some people have said that they think it has a different consistency, but I've found that it mixes better than the GoodStart and doesn't clump at all.

    By Blogger Kerrie, on Friday, September 12, 2008  

  • We have been using Target brand exclusively with DS#2. Wish I had used it with DS#1 and saved a lot of money. No problems here, mixes easily.

    Tip: Call 1-800-410-9629 and you can request a $3 coupon. Just tell them what brand (ie Target Milk Based Formula) and they will send you a coupon. You can request a coupon once a month. Makes a great deal even better. Especially if you can get your friends or family to call and request them for you too!!!

    By Blogger Sara, on Monday, September 29, 2008  

  • hi, we've been using Target formula for both children. But has anyone else noticed the brown specks that sometimes appear when mixing the formula?

    By Blogger mama 2 1 +.5, on Wednesday, October 01, 2008  

  • I used Target brand soy formula and loved it--much cheaper than other brands. Also love the diapers and the wipes--I think the wipes are perfect--the Huggies ones are so think they don't always get in baby's skin folds easily, so you use more of them to wipe with. At least IMO. Love Target gas drops, too--much cheaper than Mylicon!

    By Blogger Rebecca, on Tuesday, October 07, 2008  

  • I guess I will be the lone voice of dissent here. When I was giving one of my children formula (Good Start)I was tempted to give him the less expensive Target formula. Then I looked at the ingredients. The first or second ingredient in the Target formula is corn syrup. The other was water. I don't remember which was first. The Good Start didn't list corn syrup. I would not substitute whey protien (one of the first ingredients in the Good Start) for corn syrup for my child. Why would anyone give their child something that is mostly sugar? I love Target, but I wouldn't use this formula (or any other that used a sugar as a main ingredient).

    By Blogger Karen, on Tuesday, October 07, 2008  

  • I just started supplementing my breastfeeding son with formula and when I was discussing it with my pedi. the first thing out of her mouth was "Do Not use store brands" her reasoning was that there just hasn't been the testing done on them that there has been on the big name brands. I was definately bummed, I'm all about saving some cash, but with such a strong warning against it, it just isn't worth it.

    By Blogger chole, on Wednesday, October 15, 2008  

  • Used it for our twins until recently.
    If you actually look at the manufacturing numbers target formula and a lot of the "name" brands come from the exact same factories.
    However, we just had a bad batch.
    Both our twins started to spit up when we open our latest can.
    So we switched to the bulk size formula from Bjs (same factory btw) for 3 weeks.
    Opened a new can of target brand from our previous 5 can purchase and had a repeat of the vomiting for both kids. Switched back to BJs brand and issue went away.
    So we must have a bad batch.
    Have already put an in FDA ticket, filed affidavit and gave them a sample and am waiting to hear on the results before allowing target to just replace the formula. Not looking for lawsuit criteria, really just concerned as to exactly why the formula caused the vomiting. And I can GAURANTEE you target wold never tell me if there was a reason to be concerned.

    By Blogger manny, on Wednesday, December 17, 2008  

  • I love the target brand formula. My son spits up everything, and we have tried every kind of formula imaginable, no change. So I figure he may as well be spitting up the cheaper stuff! He's still in the 95 percentile, so we figure it's fine! And I asked our pediatrician and he said it's fine. FDA says they have to have all the same nutrients stuff so no biggie! Saves TONS of money as it is half price!

    By Blogger Abz, on Wednesday, June 24, 2009  

  • We have been using for over a year. The nutritional label is the same as brand name, but Target spend less on ads. You get the saving!

    By Blogger Tob, on Monday, June 29, 2009  

  • Like a lot of other moms, I was nervous (and even a felt a bit guilty) to give my son the Target brand formula. I compared the labels and realized the formula was essentially the same as the Similac he had been eating. Money is tight these days though, and the 50% savings really makes a huge difference so I figured I would try it. We went straight to the Target brand formula and my son never missed a beat.

    By Blogger Jennifer, on Wednesday, July 22, 2009  

  • i disagree with most of these answers. i compared similac to the target brand and everything on the label was the same (vitamins, iron, calcium, etc...) but the INGREDIENTS were almost completely different! Everyone knows that the first 5 ingredients on a food label are the most important! In similac the first 5 are: nonfat milk, lactose, high oleic safflower oil, soy oil, and coconut oil. In the target brand 2 of the 5 are: CORN SYRUP and SUCROSE!!!!!!! most moms will say their baby prefer the target brand and this is why - ITS MADE UP MAINLY OF SUGAR! if you compare the colors, similac has a yellowish tent to it and target is gold (because corn syrup is gold.) Corn syrup was the very first ingredient in the target brand. My baby did not have normal looking stool while on the target brand. Her BMs looked like rabbit pellets the whole time she was on target brand and the day i changed her back to similac - 24 hours later she had a normal bm. she also was getting hungry in shorter amounts of time because corn syrup and sucrose are "fillers". they are not nutritional at all. i cant believe the person who is a formula rep would actually say the generic is just as good. i would much rather "spend a buck" knowing my baby is getting the closest thing to breast milk and not sugar!

    By Blogger Lacy, on Sunday, June 05, 2011  

  • I have done a ton of research this past week on the house brands versus the natioanl brands. This is what I have found.

    In September of 1980 President Jimmy Carter signed the Infant Formula Act so that all infant formula in the United States has the same FDA requirements; ALL infant formula. It is regulated just like generic prescriptions are.

    One company, PBM Nutritionals, makes the house brands for Kroger Grocery store, Sam's Club, Target, Walmart, Kmart, CVS pharmacy, Walgreens Pharmacy and more.

    They are much cheaper because they do not pay for advertizing and this savings is substantial so they can pass it on to the customer (us).

    Enfamil has been sued three times by PBM Nutritionals over false advertizing stating the house brands were substandard and PBM won all three times because they proved in court they are nutritionally the same formula with minor differences, one of those differences is taste. The last law suite that the court awared was for 13.5 million dollars.

    I think that says a lot and the National Brands had better think twice before they make false claims again.

    I reasearched this for my daughter who is expecting and does not quality for WIC but in this economy had lost her job and it took her about 5 years to find another decent job so I am helping with the baby's formula; hence, my search for quality formula that does not compromise nutrition. Walmart is closest to me so I will get their house brand.

    Good luck to all. Elaine

    By Blogger Elaine Wuensche, on Thursday, May 17, 2012  

  • 8 month old just switched to the Target brand. This is my third kid and with my first two I paid for the expensive stuff. Why !! sigh. I just grabbed it and tried it and my son is just fine. The only thing is it doesn't mix very well. But who cares for half the price are you kidding me. And they even have some good sales with it two buy two cans and get a 5.00 gift card and such. SO HAPPY AND SO IS MY WALLET... My son did have some runny diapers for about two days. Went away rather quick.

    By Blogger Craig Mead, on Monday, June 03, 2013  

  • I just started my daughter on it this week. She is 8 months old and has always been fed Enfamil. Due to a tighter budget I tried this and she likes it. The powder is yellow instead of white and not as fine as Enfamil. Otherwise I haven't had any issues with it and she likes it!

    By Blogger Paige, on Tuesday, June 18, 2013  

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    By Blogger Charles William, on Tuesday, February 25, 2014  

  • Come on moms! This formula is cheap for a reason! First or second ingredient in the target brand formula is CORN SYRUP...oh and SUCROSE. Don't just look at the label indicating what vitamins are in the stuff. Look at the ingredient list. You're giving your baby loads of sugar. This is crazy.

    By Blogger EyeForVintage, on Sunday, May 25, 2014  

  • Eyeforvintage- not sure what "type" of target brand you're using, but the Target brand of Similac Advance does not list those ingredients. If you look at Similac Sensitive, those ingredients are listed first.

    To all the parents who are reading these forum posts, my advice is to DO YOUR OWN RESEARCH! You don't need to be a rocket scientist to read labels, just compare ingredient lists and use common sense! Many posts on forums can be a couple years old - formulas change so what one person was talking about a year ago can be different now.

    By Blogger Shannon Ziolkowski, on Thursday, May 29, 2014  

  • I know this is an older thread but, I wanted to share my experience for anyone who may search this in the future. We used the Enfamil Gentle ease for my son and decided to switch to the Target brand to save money. Unfortunately, the Target brand was NOT as effective as the name brand. I'm not sure if they have changed their ingredients or what the difference is but, my son was very gassy and uncomfortable using the Target brand and he takes the name brand Enfamil just fine. On a side note, with my first son we used the Similac Sensitive Target brand (I believe it's the orange one) and he took that just fine! :)

    By Blogger Unknown, on Tuesday, March 22, 2016  

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