By Karen Roman
WHY Brands Inc. said it’s entering the growing U.S. infant formula market with its Munchkin brand.
The products will be available online on Feb. 26 and will roll out to Target stores nationwide in mid-March, it said, estimating that the U.S. market could reach more than $207 billion by 2034.
“Munchkin Infant Formula represents years of listening to families and working with doctors and scientists to create something truly different, including the only cow’s milk formula in the US with beta-palmitate, a type of fat found in mature breastmilk, to support digestion and nutrient absorption,” said Steven Dunn, WHY Brands founder and CEO.
The formula was developed over 10 years of research, features a patented blend of proteins to mirror key nutritional components of breastmilk, and its manufacturing facility is audited by both the U.S. FDA and the Canadian Food Inspection Agency, it said.
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