Similarly, the marketing machine comes after new parents, who want the best for their child and can easily be led into fear or simply expense by these good intentions. When you come home from the hospital with that little bundle of joy, it's usually accompanied by free samples and literature from at least one of the main formula companies, Enfamil and Similac.
But the Infant Formula Act, passed in 1980, guarantees that all formulas, including store brands and other generics, are identical in the nutrition they provide and the circumstances of their manufacture [source: FDA]. The FDA has certified any and all formula that you buy as good and healthy for your baby. Because the recipe is so simple, most of the differences come down to things like taste and texture. In terms of nutrition, there isn't really a difference between them.
Consumer Reports found that the best place to buy formula was mass merchandisers and drugstores the worst. On a mean price-per-ounce basis, Costco came in at 84 cents, Target at $1.06 and CVS at $1.16. Considering how much formula you might be using, those price discrepancies can add up to a lot of money. Of course, you may want to do your own price comparisons, depending on which stores are located in your area.