It's true there is no independent source of decent info about UK formulas; they are marketed in exactly the same way as any other consumer product, with market segmentation existing alongside 'me too' formulations, so there is something different for everyone, but the real differences between them are wafer thin. If the differences are not wafer thin, and the latest ingredient XYZ is really important for infant health, then I want to see it added to every brand....why should some babies have it and not others? We're talking about the sole source of nourishment for hundreds of thousands of babies every year, after all!
Aptamil is aimed at mothers who planned to breastfeed but then stopped or chose to supplement. The history of the way it has been marketed (not just to mothers, but to healthcare professionals) shows this very clearly. It's more highly priced than other formulas, deliberately so, I would guess, as this places it in a different market segment...people think they are paying more because it is better.
Maybe it is...but without proper indpendent assessment and guidance, who's to know?
There is hardly any information available about formula. People do not understand the difference between 'first' and 'second' formulas and they are equally unaware of what 'follow on' is for. This suits the manufacturers, of course - they'd much rather you chose your brand on your emotional response to the colours on the pack, or the slogan, and remained confused about other differences. I bet if you asked, you'd find people thought that 'hungry baby milk' or 'second' formula was higher in calories, or had more fat in it, than 'first' formulas. This is not deliberate ignorance - the info about it is just not easily available.
As for goats milk formula , here's what the govt says about it, based on European Safety guidance:
here
Seems to me the manufacturers of goats milk formula should have presented better evidence to the authorities, looking at what is detailed here.