Abbott Launches First U.S. Whole Milk-Based Ready-to-Feed Infant Formula — Abbott Laboratories

Event summary

Abbott launched Similac 360 Total Care Made With Whole Milk, the first commercially sterile, ready-to-feed liquid infant formula made with whole milk in the U.S.
The formula combines whole milk and five human milk oligosaccharides (HMOs), designed to mimic breast milk more closely than existing options.
Priced similarly to Abbott's powdered formula, the product is available at major retailers including Target, Amazon, and Walmart.
Abbott emphasizes the convenience and safety of ready-to-feed liquid formula, particularly for infants under two months or with weakened immune systems.

The big picture

Abbott's launch of a whole milk-based ready-to-feed infant formula reflects a broader industry shift toward products that more closely resemble breast milk. The move also capitalizes on growing parent demand for convenience and safety in infant nutrition. By pricing the product similarly to its powdered formula, Abbott aims to capture a larger share of the premium infant formula market, which has seen increased competition and regulatory scrutiny following recent safety concerns.

What we're watching

Market Adoption: Whether Abbott can sustain demand for the new formula given its premium positioning and competition from powdered alternatives.
Regulatory Compliance: How FDA and CDC guidelines on infant formula safety may influence the adoption of ready-to-feed liquid formulas.
Pricing Strategy: The pace at which Abbott can maintain competitive pricing while ensuring profitability, especially as liquid formulas typically cost more than powdered.