I have a personal bug bear with growing up/toddler milk. Firstly, it costs twice as much as cows milk, and is much, much sweeter.
Have you tasted it yourself? It tastes almost like a sweet vanilla milkshake, not good for their teeth or their diet.
Any 1 year old + with a full balanced diet will be getting all the nutrients they need and they should not need anything else. The dept of health's stance is that toddler milks are not necessary at any age.
I also have a problem with the advertising of follow on milks and toddler milks. As with follow on milks, growing up milks are a clever marketing ploy to get around the laws regarding infant formula as a vehicle to get their brand onto your tv and into your consciousness.
These companies advertise these milks as they know that young women and girls are seeing these adverts and from an early adulthood will subconsciously see that happy smiling babies have SMA, Cow & Gate etc etc and thats what happy babies have. Then when she starts a family that brand is already familiar to her, it normalises bottle feeding and makes it less likely to want to bfeed, which is something the NHS is spending a fortune on promoting.
Ok, rant over. I don't expect everyone to agree with my opinion but at least now I've had my rant.