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The baby formula shortage created new demand for formula startups. 

Sep 08 2022

The baby formula shortage created new demand for formula startups. Three out of four new parents reportedly use formula to feed their babies, making it a $4 billion industry. But the “aesthetic and ethical preferences of [M]illennials have followed them into parenthood,” and are conflicted about the chemicals and corn syrup that most of these brands contain. Not much has changed since Boomers were buying formula—making the industry ripe for disruption. Then, the formula shortage this year opened the door to smaller players, like Bobbie and ByHeart, who are differentiating their products through both design and claims that they’re different from what’s currently on the shelf. Bobbie has cast itself as European-like and ByHeart is the only formula to use whole milk instead of skim. Brands like these want to change the industry, and Millennial parents are their entire focus. (NYMag)