Pregnancy

Toddler Formula Marketing Is Misleading. Just Use Milk, Pediatricians Say.

When you finally feel confident feeding your baby, your pediatrician adds a new move to the mix at their 12-month appointment: it’s time to introduce cow’s milk. There are several options on the grocery store shelves that can make this transition even more confusing.

“Toddler formula is a growing product category that is essentially being billed as the next stage of formula feeding and has caught the attention of the American Academy of Pediatrics (AAP). On Friday, the organization released a new report reinforcing its stance against in infant formula: Parents should not use it.[1]

Instead, the AAP recommends switching children to whole cow’s milk when they reach 12 months. Pediatricians are also calling out infant formula manufacturers for their misleading claims, and asking them to make a “clear and unambiguous distinction from standard infant formula.” The AAP wants these products to be on different store shelves away from baby formula to avoid confusion and says these products should not be labeled “formula.”

If you have questions about baby formula, here’s what pediatricians want you to know.

What is toddler formula?

Toddler formula goes by several names, including transition formula, follow-on or follow-up formula, weaning formula, and toddler milk. It is sometimes sold as a subsequent “stage” of infant formula, such as stage 2 formula. In addition to having many different names, it can have different contents.

“Since there is no common standard for formulas for children older than 12 months, there is a wide variation in the composition of these products,” says Katie Lockwood, MD, M.Ed., a pediatrician at the Children’s Hospital of Philadelphia.

It is also a fast growing product category. Recent research shows that infant formula now accounts for 48% of all global sales of breast milk substitutes.[2] Many parents also (mistakenly) think that toddler formula is superior to cow’s milk or confuse toddler formula with infant formula.

These misconceptions worry experts. The World Health Organization has spoken out about deceptive marketing practices used for infant formula,[3] and another AAP project called it “unnecessary and potentially harmful to children.”[4]

How does infant formula differ from infant formula?

There are some differences between toddler formula and infant formula. “Infant formulas are designed to meet the specific nutritional needs of babies under 12 months,” says Dr. Lockwood. While infant formulas are heavily regulated in this country, “the US has no regulatory oversight of infant formulas at this time,” he added.

Subsequently, the make-up of toddler formula can vary from brand to brand, he said Danelle Fisher, MD., a pediatrician and chair of pediatrics at Providence Saint John’s Health Center in Santa Monica, California. It can also contain added sugar and high levels of sodium, which pediatricians don’t recommend children have.

Why is whole cow’s milk better than infant formula?

“Cow’s milk is better because it has the protein and calcium that children need,” says Dr. Fisher. “Milk doesn’t have additives and extras like toddler formulas that take up space that foods should take up.”

Most doctors recommend feeding whole cow’s milk until the second birthday unless the doctor suggests switching to reduced-fat or non-dairy milk. If your child is allergic or sensitive to cow’s milk, ask their pediatrician for acceptable alternatives, such as fortified whole-fat soy milk.

Even if you have a picky eater, baby formula won’t make up for any nutritional deficiencies. Infant formulas are “nutritionally incomplete,” the AAP report says.

Is toddler formula bad for toddlers?

In general, doctors say it’s best to skip buying baby formula. But if you have used it in the past, it will not cause any harm to your child. Talk to the pediatrician about your child’s nutritional needs, advises Dr. Lockwood. That will help you determine what — if any — supplements you’ll need for your child.

“Infant formula is much more expensive than cow’s milk, and because it provides no nutritional benefit, this additional cost is an unnecessary burden for families,” said Dr. Lockwood.

Help your child transition to full-fat cow’s milk by mixing the formula you have with cow’s milk, gradually increasing the amount of milk, advises Dr. Fisher. Also prioritize solid foods in your baby’s diet. “It’s good to get away from liquid consumption of all calories and transfer them to solid food,” he explains.

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