Munchkin, a baby care brand owned by WHY Brands, announced the launch of its latest product. Its new infant formula is designed to be similar to breastmilk. The solution is crafted with a blend of proteins, fats and carbohydrates that, while differing in levels and structure, match several key ingredients found in natural breastmilk, according to the company.
“Expanding into infant formula is a meaningful milestone for our company and a natural extension of our mission to support parents through every stage of early life,” Steven Dunn, WHY Brands founder and CEO, said in a statement. “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 U.S. with beta-palmitate, a type of fat found in mature breastmilk, to support digestion and nutrient absorption.”
The launch of an infant formula product is a milestone marker for Munchkin, rounding out the company’s infant feeding ecosystem by complementing its line of lactation support products and bottles. The company offers two versions of its formula, one of which is made with organic milk, and both are currently available online and in-store at Target.
