Care A2+ Disrupts the U.S. Baby Formula Market

When Australian health and wellness company, Care A2+, found out they had been approved by the Food & Drug Administration (FDA) to deliver millions of their infant formula tins to the U.S. market last year, they were absolutely thrilled.

Photo byGBK BrandBar

“Care A2+ understands the struggles U.S. parents and caregivers have been facing with the ongoing baby formula shortage and really wanted to be of service,” said director Kerry Hyland. “We are tirelessly dedicated to providing health and nourishment for children and peace of mind for parents."

The company’s first shipment of formula went to the Delaware Food Bank and military families. “This year, we are excited to extend our reach even further, by being available on Amazon’s platform and moving into a number of big box stores,” she enthused.

Photo byCareA2+ at GBK Brand Bar's Critics Choice Awards

An established brand in Australia, Care A2+ adds lactoferrin, which is especially important in establishing an infant's immune system. It also helps babies absorb the iron in breast milk. The company also uses single-sourced ingredients, with A2 protein cow's milk.

Another serious issue the U.S. baby formula industry has been facing is the recalling of thousands of cans due to possible bacteria contamination.

Nevertheless, Hyland remains confident Care A2+ will never experience an issue like that, since the Australian dairy industry is very heavily regulated. There are “rigorous” audits per year that prevent adverse events such as those seen around the world.

“The level of detailed testing that we do for each and every batch produced is highly concentrated. This is something that elevates Australian dairy manufacturing to a higher standard than what has been required in the U.S.,” she stated.

Hyland and her team have truly felt inspired, in being able to contribute to the baby formula industry, and are committed to do whatever they can to help offset these worrisome situations.

“I love that we’re consumer and science driven, and ongoingly take a fresh look at providing what families want– the best for their children and the world into which they will grow,” she added.

Care has spent several months closely studying the nutritional composition of human breast milk and the way it changes in composition during the development of the child.

Photo byCasa de los Angelitos

“Everything from how a child establishes Circadian rhythms, their awareness of night and day, the transition from milk to solid food etc. We have crafted a formula that as closely as possible, mirrors this compositional change through 40 nutrients that are included. The ingredients in our product produce less gas, is gentler to digest, and assists in eye health, cognitive development, immunity, growth and wellness.”

As research continues into infant nutrition, Care continues to participate in this development and will progressively reflect the advances in science with new and improved formulas in the years ahead.

Calling the company Care, has special meaning for Hyland.

“For us, care is not only about our company or a product name…it inspires everything we do. Care to understand what families want; care in choosing our brand partners; care in how we manufacture in Australia and care in the design to deliver the next generation of infant and toddler formulas to mothers and their children.”

Photo byCasa de los Angelitos

Recently, Care was one of the sponsors at the GBK Brand Bar event for the Critics Choice and Emmy Awards. Celebrities like Mira Sorvino and Angela Bassett had the opportunity to donate their cans to the Casa de los Angelitos pregnant women's shelter.

“It’s truly so important for us to help moms in need,” said Jacquie Blaze, Care’s new U.S. CEO. “Casa de los Angelitos is a not-for-profit maternity home that has been helping pregnant women in crisis situations since 1986. They provide a safe, secure, compassionate environment for the women and their infants, and is the only home of its kind in the South Bay area of Los Angeles, California.”

For moms and caregivers in need of baby formula, check out TheMilkyMom.com, where you can order the product from anywhere in the U.S. and have it delivered to your family’s home.