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Abbott has announced the US commercial launch of Similac 360 Total Care Made With Whole Milk, marking the entry of the country's first commercially sterile, ready-to-feed (RTD) liquid infant formula formulated with whole milk.
The product introduction combines whole milk dairy lipids with an exclusive prebiotic blend of five human milk oligosaccharides (HMOs), engineered to support infant immune response, cognitive development, and digestive health.
In a significant commercial departure from category norms, Abbott is introducing the liquid-only product at introductory pricing structured to match the per-feeding cost of its conventional Similac powdered formulas, eliminating the traditional price premium associated with pre-mixed liquid formats.
Formulation and Prebiotic Complex
The formulation of Similac 360 Total Care Made With Whole Milk addresses growing parental interest in whole milk-based infant nutrition, which provides a fat profile that more closely mirrors the complex lipid structures found in breast milk.
Key nutritional specifications and formulation parameters include:
🥛 Whole Milk Lipid Base: Utilises whole milk to supply a dairy fat blend that closely replicates the fatty acid profile of human breast milk.
🧬 Five-HMO Prebiotic Blend: Formulated with an exclusive combination of five human milk oligosaccharides structurally identical to those found in maternal milk to assist microbiome and immune development.
🌱 Clean Nutritional Profile: Certified non-GMO and manufactured without corn syrup, palm olein oil, or artificial growth hormones.
🔒 Commercially Sterile Liquid: Pre-blended and commercially sterilised to eliminate the need for measuring, mixing, or water additions during preparation.
Misha Pardubicka-Jenkins, Vice-President and General Manager for Paediatric Nutrition at Abbott's US division, stated that the brand opted for a liquid-only strategy to deliver the functional advantages of whole milk alongside the safety assurance and convenience of a ready-to-feed format, noting that matching powder price points expands access across consumer demographics.
Commercial Packaging and Pricing
Liquid infant formulas typically carry higher retail price points than powdered alternatives due to liquid processing, aseptic packaging, and freight logistics. By launching the new SKU at powder-equivalent per-serving costs, Abbott aims to lower financial barriers to liquid adoption.
Dr Karyn Wulf, Paediatrician and Senior Medical Director in Abbott's nutrition division, highlighted that ready-to-feed formats remove measuring inaccuracies and operational preparation friction for caregivers, particularly during overnight feeding or travel routines.
The product platform is entering the market across two primary single-serve and multi-serve liquid packaging configurations:
8 fl oz Bottles: Sized for portable use and immediate on-the-go consumption.
32 fl oz Multi-Serve Bottles: Formatted for home feeding routines and multi-day nursery use.
Domestic Retail Availability
Every batch of Similac 360 Total Care Made With Whole Milk will be manufactured domestically within Abbott's specialised infant nutrition production network in the United States.
The product has commenced physical and digital retail distribution across primary US sales channels:
Immediate Availability: Available now through Target store locations nationwide and digital fulfilment via Amazon.
Secondary Retail Rollout: Scheduled to expand across Walmart, national club warehouse networks, regional supermarket chains, and community pharmacy stockists over the coming weeks.
The commercial rollout strengthens Abbott's broader paediatric nutrition portfolio, providing grocery and pharmacy retailers with a differentiated whole-milk liquid offering positioned at accessible pricing tiers.
