You’re standing in the baby aisle. It’s 11:00 PM. The fluorescent lights are huming, and you’re staring at a tub of Similac that costs nearly $50. Right next to it is the Target up & up formula—the container is bigger, the price is literally half, and the label claims it’s "comparable" to the big names. You wonder if you’re being a cheap parent or a smart one.
Honestly? You're probably just being a smart one.
The reality of the infant formula industry in the United States is that it is one of the most strictly regulated food products on the planet. Whether you buy the name brand or the store brand, the nutritional floor is the same. But that doesn’t mean they are identical. There are tiny nuances in how the proteins are processed, where the DHA comes from, and how the powder dissolves in a lukewarm bottle while a newborn is screaming in your ear.
The Secret of Perrigo: Who Actually Makes Up & Up Formula?
Most parents think Target has a secret lab in the back of the store mixing vitamins. They don't. Almost every store-brand formula in the US—including Target’s up & up formula, Walmart’s Parent’s Choice, and Amazon’s Mama Bear—is manufactured by a single company: Perrigo.
Perrigo is a pharmaceutical giant. They bought Wyeth’s infant formula business years ago and now dominate the private-label market. When you buy the Target brand, you’re getting a product made in FDA-inspected facilities in Ohio and Vermont. These plants follow the exact same Safe Quality Food (SQF) Program standards as the "premium" brands.
The FDA’s Infant Formula Act is incredibly rigid. It specifies 29 essential nutrients that must be in every single scoop. If a batch is even slightly off the required range for Vitamin A or Iron, it cannot be sold. Period. So, when people ask if up & up formula is "safe," the answer isn't just yes—it's that it is legally required to be as nutritionally complete as the stuff that costs $15 more per tub.
Why Your Baby Might Notice a Difference (Even if the Science Doesn't)
If the nutrition is the same, why do some babies get gassy on one and fine on the other? It usually comes down to the "extras."
Take the up & up formula Advantage line, which mimics Similac Pro-Advance. Both use a blend of cow's milk protein, but the way those proteins are heated or "cracked" can vary. Some babies have guts that are sensitive to the specific whey-to-casein ratio.
Then there's the "bubbles" issue.
Store brands, including Target's, sometimes use different emulsifiers or anti-foaming agents. Some parents swear that up & up formula is "foamier" than Enfamil. If your baby is a "gulping" eater, those extra air bubbles can lead to a rough night of colic. A simple trick? Stir the formula with a fork instead of shaking it like a cocktail. Or use a Dr. Brown's pitcher to let the bubbles settle before the 3:00 AM feed.
Breaking Down the Specific Up & Up Varieties
Target doesn't just make one "milk." They've cloned almost every major Enfamil and Similac product on the market.
- Advantage and Advantage Premium: These are the Similac clones. They are milk-based and contain 2'-FL HMO (Human Milk Oligosaccharide). This isn't actually from human milk, but it’s a prebiotic that's structurally identical to what's found in breast milk to support immune health.
- Infant Non-GMO: This is the baseline. No bells and whistles, just the required nutrients. It’s the "Old Reliable" of the lineup.
- Gentle: This is Target’s version of Enfamil Gentlease. It uses partially hydrolyzed proteins. Basically, the proteins are already "pre-digested" into smaller bits so the baby’s stomach doesn't have to work as hard.
- Sensitivity: For the babies who get super gassy from lactose. It replaces most of the lactose with corn syrup solids. People see "corn syrup" and freak out, but for a baby with a lactose sensitivity, it's a vital source of easy-to-digest carbohydrates.
The Cost Equation: Is the Saving Real?
Let's talk money. Parenting is expensive.
A 30oz tub of a name-brand formula might run you $45 to $55. The equivalent up & up formula tub often sits between $25 and $35. Over the course of a year, if your baby consumes roughly 25-30 ounces a day, you are looking at a price difference of nearly $1,200 to $1,500.
That’s a used car. Or a very nice vacation once they’re out of diapers.
The reason it's cheaper isn't because the ingredients are "low grade." It’s because Target doesn't spend millions on Super Bowl commercials or sending free "starter kits" and diaper bags to OB-GYN offices. You aren't paying for better milk; you're paying for the marketing that convinced you that you needed the name brand.
Potential Downsides: The Availability Trap
There is one major risk with switching to up & up formula, and it has nothing to do with nutrition. It’s the supply chain.
During the 2022-2023 formula shortages, store brands were the first to vanish. Since Perrigo makes almost all of them, a hiccup at one plant affects every store brand simultaneously. If your baby is on a very specific version—like the up & up formula Soy or Added Rice—and Target runs out, you can’t just go to a different store and find the exact same "Target" label.
However, because the Perrigo recipes are standardized, you can usually swap the Target Advantage for the Walmart Advantage or the Kroger Advantage without a transition period. They are literally the same recipe in a different colored tub.
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Real World Tips for Making the Switch
If you’re currently using a name brand and want to move to up & up formula, don't just do it cold turkey if your baby has a sensitive stomach.
- The 75/25 Rule: For the first two days, make a bottle that is 75% the old stuff and 24% Up & Up.
- The 50/50 Bridge: If the baby doesn't seem fussier, go half-and-half for another two days.
- The Final Jump: Move to 100% Up & Up.
- Watch the Poop: It sounds gross, but it's your best indicator. A slight change in color or consistency is normal. Massive blowouts or hard "pebble" stools mean the switch might be too fast or the formula isn't sitting right.
Most pediatricians will tell you that if your baby is healthy and full-term, the store brand is perfectly fine. Dr. Steven Abrams, a lead author on American Academy of Pediatrics (AAP) reports on nutrition, has gone on record multiple times stating that generic formulas are a safe and effective way to feed infants.
What to Do Next
If you’re ready to stop overpaying for the "blue" or "yellow" cans, your first move is to check the label on your current formula. Look for the specific name—is it "Gentle," "Sensitivity," or "Advantage"? Match that name exactly to the up & up formula version.
- Check the Unit Price: Look at the small text on the Target shelf tag that says "Price per Ounce." That’s where you see the real savings.
- Buy One Tub First: Don't buy a bulk pack of six until you know your baby’s palate (and stomach) accepts it.
- Register for Target Circle: They frequently run "Spend $100 on baby essentials, get a $20 gift card" deals. If you time your formula purchase with these sales, your effective cost per bottle drops even lower.
- Consult your Pediatrician: If your baby was premature or has a diagnosed medical condition like CMPA (Cow's Milk Protein Allergy), always talk to your doctor before switching from a specialty medical formula to a standard store brand.
Switching to a store brand like Target’s is one of the few areas of parenting where you can significantly cut costs without actually cutting quality. The FDA ensures the science is sound; you just have to get past the marketing.