If a major supermarket came out with it's own label formula, would you buy it?

[pseudoname]

I have been wondering this for a couple weeks.

Say market it between 30 - 70% of what branded formula costs these days, would you buy it? Of course it would meet UK/EU guidelines but I should think that would be no barrier to production.

If I needed formula for whatever reason, I'd prefer to be able to purchase one that was unbranded, not advertised or promoted at all, carried full instructions on safe preparation, and full details of all ingredients (including their purpose, proven benefits/risks, and origin).

Don't know if supermarket would be the organisation best placed to provide that though.

I've often wondered why there is no supermarket brand formula when they produce just about everything else. Is there a reason that anyone knows of?

yeah i can see what you are saying there AA.

Having a supermarket 'generic' brand would essentially make it unbranded, just the shop colors and name like I am imagining Sainsbury's tomatoes, not their poncy 'Taste the Difference', not advertised/promoted - to keep in line with the WHO Code, Full making up instructions and list of ingredients, no poncy additives, so more like Hipp but not necessarily organic.

I imagine that this part 'I'd prefer to be able to purchase one that was unbranded, not advertised or promoted at all, carried full instructions on safe preparation, and full details of all ingredients.

Ahem. I imagine this part would be a step too far for a commercial enterprise: including their purpose, proven benefits/risks, and origin. There would be all sorts of objections at first, no?

I just noticed that i put this in 'In the News'

I meant to put it in Breast and Bottlefeeding.

I can't imagine a supermarket would be willing to commit to the costs of achieving the standards required to produce such a product nor the current manufacturers being willing to undermine their own market share and profits in a rebranding exercise. Very few even produce their own brand baby foods these days with possible exception would be Boots.

Why are you wondering, pseudoname? Do you work for a major supermarket?

no i don't. i was wondering because formula is grossly overpriced and i suspect that even if it was marketed between £3 or 4 the profit margin of the stuff would be huge.

oh, i don't think that 'achieving certain standards' would be that hard either. a generic pharma company would probably have the technology know how and equipment. i think the formula companies who are mostly arms of big pharma have a vested interest in letting customers think that making formula is high tech.

They do generic store-brand formula in the States. If I was going to use formula I'd definitely buy a supermarket own-brand as long as it was safe.

I don't think they'd be allowed to market it at a discount though, would they? TThey certainly don't allow branded formula milks to discount, so I imagine that the same rules would apply to own-label, so it wouldn't be any cheaper.

I think most people on low incomes would go for it - do you think they would do an organic one?

My dc are older but if supermarket own brand formula had been available when they were younger I would have tried it for them, I'm sure.

I've tried supermarket own brand everything else. Mostly with good results!

what Hoochie said. In the US Costco markets its own brand but they don't in the UK. Asda is an arm of Walmart. (which is vying to become an evil empire of its own but that is a different thread). No i don't work for a supermarket

interesting idea!

just wondering about how it would work with the current 'milk tokens'. being on income support right now,i used my tokens in supermarkets for formula. first/second stage,can't use them for follow on.

supermarkets would be onto a winner....though each token is £3.10. so i use 2 tokens per purchase. which would mean marketing it at £6.20 for 2 tokens....or £3.10+ for buying with one token. this is obviously just to catch those using tokens!! i'd say a fair proportion out there do get them.

midnight, it wouldn't be on discount, it would be permanently at a low(er) price than branded stuff which does not break the WHO Code.

[http://www.pbmproducts.com/content.aspx?ID=48&page=About_PBM This company] makes generic formula in the US and it already has a European arm it seems. Their website makes for interesting reading. Apparently their formula (cheaper) was tested independently for melamine contamination and was found free of. Unfortunately 2 or 3 of the branded ones in the US had traces of melamine. So it shows that big money does not mean safer and cheaper doesn't have to affect standards.

I think formula is reasonably priced - seem to recall it was approx £6 when DS was born and a tin lasted about a week.

Not sure i'd purchase a supermarkets own brand, but maybe thats because the odd product i've tried always disappoints. If the label confirmed exact ingredients as the branded makes then possibly would to use when weaning.

I wonder if the supermarkets are conscious of the whole ethical issues around milk marketing - anyone from the US know what opinions are like there? I can imagine if Big Supermarket brought out formula, there would be a lot of pressure from groups like Baby Milk Action to boycott Big Supermarket. Even if they market ethically etc, and they prove that their formula is OK, mud sticks and they wouldn't want to risk the reputational cost for the potential profit from baby milk.

The supermarkets used to do own-brand formula. As recent as the late 90s.

Happy mummy - I think it's massively overprice - one tin cost around £7 when DS3 was little - and we went through 2 tins a week!

This company reposted for those who can't be arsed to cut and paste.

HappyMummy: It depends on how you define 'reasonably priced' I think.

For me reasonably priced means the cost of production / distribution and a small markup possibly to cover futures and a small profit.

The would bet that the current mark up of formula is more than 100%.

I am of the persuasion that the formula companies price their goods as high as they think mothers will pay for it because, well, they have to pay for it if that is what their babies have to drink.

Aptamil is nearing £8 and Hipp which I think is the cheapest is over £6.

Housemum, Baby Milk Action is not anti formula. It is for the WHO Code which has been implemented to protect breastfeeding and campaign for ethical marketing of formula. I would think that they would also think kindly of ethically produced formula too.

Pseudo, I was just trying to say that the supermarkets might be scared of entering an area in which they need to be very careful - one bit of badly worded packaging by them and their reputation could be in shreds.

aha! I see. But think of the publicity! No publicity being bad publicity.