False Advertising from the maker of Enfamil Formula

I don’t know if you have heard, but it has been reported that Mead Johnson, the makers of Enfamil LIPIL Infant Formula has engaged in false advertising by stating that store brand-infant formulas sold at Walmart, Target, CVS, Walgreens and other retailers, do not provide the same nutritional benefits as Enfamil. When tried, a jury found that the Enfamil advertisements were false and misleading, and that store- brand formulas have the same nutrients at the same levels as Enfamil.  If anything, their advertising campaign has worked against them, since it has clearly exposed the truth that store-brand infant formulas are nutritionally equivalent to, and confer the same developmental benefits as, the more expensive national brands like Enfamil. Buying a heavily marketed formula from a big pharmaceutical company does not get you any closer to breast milk.

I am amazed at the scare tactics Enfamil used! And the thing is, Enfamil was the brand I chose with my second son! I believed that the “LIPIL” was good for his eye and brain development and that there were extra “fillers” in store-brand options, which are mostly supplied from PBM Products. But the jury sided with PBM Products, as their formula either equals or exceeds the DHA and ARA in Mead Johnson’s Enfamil LIPIL.

Want to see the court case info yourself? Check out these links:

PBM Products, LLC and PBM Nutritionals, LLC vs Mead Johnson Nutrition Company and Mead Johnson & Company – Order

PBM Products, LLC and PBM Nutritionals, LLC vs Mead Johnson Nutrition Company and Mead Johnson & Company – Complaint

As a mom who had to formula feed, I think this is great news for other moms in the same predicament. This means you don’t have to let guilt cause you to fork over extra dough to purchase name-brand formula. Using a store brand can save you around $600 in a year since store brand formulas cost about half as much as Enfamil LIPIL and other national brands. But why did Enfamil do this? This is what the judge said:

Mead Johnson consciously decided that its marketing should be more aggressive and risky as it witnessed a decrease in its sales and an increase in store brand sales. … The 2008 Mailer and its attack on store brands was the result of that marketing decision.

So yes, having a baby is “expensive”. But it doesn’t have to be THAT expensive. Take that extra $600 you will save and put it in a savings account for your little one!

This is solely the opinion of the Mom Buzz. The Mom Buzz received this information from MomSelect and I deemed it buzzworthy. Erin, the mom behind the buzz, will receive a $25 GC to Target as a thank you for taking my time to spread the news.  And don’t forget to enter my other hot contests so you can win and try buzzworthy products!