The babies who have been in our care were all formula fed. They didn’t have any issues with the formula and tolerated the formula provided through WIC. These babies were good eaters and consumed enough ounces appropriate for their development.
When babies turn one they move up from formula to whole milk. Their bodies aren’t ready for whole milk before one year. Formula manufacturers don’t want to lose this lucrative market just because a child doesn’t need formula anymore.
To fill this niche, next stage toddler formula was created. Toddler formula has many of the same nutrients found in whole milk. The biggest difference DHA. DHA is very important for and eye development. Toddler formula has additional iron too. However, DHA and iron can be found naturally in many foods and supplemented in others.
Mead Johnson, the manufacturer of Enfamil, expanded its line of toddler formula to include flavoring. The new Enfagrow comes in both vanilla and chocolate flavored formulas.
The consumer reaction to Enfagrow has been largely negative. The feeling is that these flavored formulas will contribute to childhood obesity. I can add chocolate or strawberry to my toddler’s milk just as easily. If I don’t want flavoring in my toddler formula, I have the option to buy plain or not buy it at all.
Instead, Mead Johnson has pulled the chocolate formula. Mead Johnson feels there’s a misunderstanding about the nutritional content and value of Enfagrow formula as well as the benefit to making it tastier. This is too bad. It could have sat nicely on the shelf with other flavored dairy drinks aimed at toddlers and preschoolers. Pediasure’s marketing campaign is centered around giving complete nutrition to picky eaters. Boost claims that its Kid Essentials wins in taste tests. Wouldn’t it be simpler for those parents who don’t want a chocolate formula to just not buy it?
Would you buy flavored toddler formula? Is flavored toddler formula that much different from other nutritional drinks for children?