Formula Marketing Hits a New Low -- as in "Lower in a Key Nutrient for Brain Growth"

While attending a perinatal conference recently, I picked up some formula company literature.  I had noted that FCs were marketing a "gentle" formula for babies who were having trouble tolerating formula (not surprising as babies were not designed to tolerate well anything other the human milk).  Mead Johnson had removed 70% of the lactose, Similac had removed 80%, and Gerber had removed 98%!

Why is this significant?  Well the primary carbohydrate in human milk is lactose.  Lactose is critical for brain development in babies. 

I asked one of the reps if there were any studies of the effect of removing this vital brain growing nutrient from this product.  She could not think of any, but will look and if she finds any, will send me copies.  I could genuinely thank her for doing this for me.

I asked if her (or any company) put a warning on the packaging about this.  If a mother was having a problem with a fussy baby, and was tempted to change to this lactose lacking formula, she might reconsider if she could read a caution on the packaging.

Of course, this was a rhetorical question.  Formula companies do not list risks of their product on their packaging.  They only tell consumers how close formula is to breast milk, or that it contains all the nutrients required for a healthy baby.  They even proclaim how  (algae derived -- NOT disclosed) DHA, probiotics, choline, and other additives support brain growth similar to breast milk.  They do NOT list how using their product increases baby's risk of asthma, diabetes, leukemia, lymphoma, GI diseases, etc.  They do not discuss how their product decreases the baby's IQ when compared to breastfed infants, or that the brain is actually less developed as seen on MRI studies. 

In addition to the "gentle" formula, the FCs now advertise a "supplemental formula" for breastfed babies.

When asked by the rep my opinion of their packaging, I told her that I felt it was deceptive.  I have no trouble with formula companies marketing their product. There was a place for it.  However, I did not like incomplete disclosure or misleading phrases they consistently use in their marketing.  I explained that many mothers would see this "supplemental" formula for breastfed babies as "something close to breast milk, unlike the other formulas".  In reality, it is very similar to the other formulas.  Only a few ingredients were slightly tweaked.

At this point, the rep told me that her company was the last to market both the "gentle" (dumb down?) formula AND the supplemental (for breastfed babies) formula because of their commitment to integrity in marketing (What?).  She stated they finally had to do something to prevent some of an increasingly limited market share going to those competitors.  Really?  THAT is the reason for a formula company adding something "new" and "improved" and "designed" for certain babies, even though, by doing so, they actually are removing a vital, brain growing, nutrient? 

Moms, if you chose to, or have to use formula, think twice about giving your baby a "gentle" formula deficient in lactose.  I may be wrong, but I would not be surprised if we see ten years down the road a population of "gently fed" kid struggling with school work because their brains were starved of an essential nutrient.   We might be seeing this now.  

Many babies have been given plant based formula for years because they were "allergic" to milk based formulas.  But, risking future brain capacity because baby is fussy?  Try to stick it out for a few weeks in order to support your baby's brain, as best as formula can, for life long benefits. 

If you are breastfeeding, and think that this new "supplemental" formula can make breastfeeding easier while giving your baby the same nutrition as your milk without harming your baby's immune system, think long and hard.  Don't be fooled by pretty packaging, carefully contrived words, and smart marketing on social media and elsewhere.  It's really the same old stuff.  Even their latest study on DHA, which they say "proves" babies had higher intelligent scores as children, compared formula fed babies to formula fed babies. 

If you are using formula, save your money.  The FDA requires a certain standard in artificial baby milk manufacturing.  "Supplemental", "DHA/AA", "Gentle" and other formula types are typically more expensive than standard formula with little to no proven benefits.  

Finally, ask yourself if decreasing the amount of crying over a few weeks of time is worth the risk of giving your baby a formula which lacks so much lactose.