Munchkin Launches Infant Formula

The most loved baby lifestyle brand debuts science-backed formula carefully crafted to share 10 key ingredients with breastmilk*

LOS ANGELES--(BUSINESS WIRE)--Munchkin Inc. (“Munchkin” or “the Company”), the beloved baby lifestyle brand owned by WHY Brands Inc. (“WHY”) and an industry leader in the design and development of innovative infant and toddler products, today announced its entry into the infant formula category with the launch of Munchkin Infant Formula. Featuring a patented blend of proteins, fats, and carbohydrates designed to be closer to breastmilk, the formula offers a thoughtful solution to families feeding by breast, by bottle, or both.

Recognizing that feeding decisions are among parents’ most important choices, Munchkin Infant Formula offers a science-backed infant formula that they can trust. The formula includes essential prebiotics, proteins, and nutrients that support immune development, brain growth, and digestive health. Informed by over 10 years of research and development, the formula reflects Munchkin’s commitment to science-led innovation.

Munchkin Infant Formula is available in two offerings: Original and Made with Organic Milk. The Made with Organic Milk is crafted with USDA-certified organic milk sourced from New Zealand. The Original retails for $35.99, while Made with Organic Milk retails for $39.99. The formula is available online at munchkin.com, with a subscription option for added convenience, and will launch exclusively in Target stores nationwide in mid-March.

“Expanding into infant formula is a meaningful milestone for our company and a natural extension of our mission to support parents through every stage of early life,” said Steven Dunn, Founder and Chief Executive Officer of WHY Brands Inc. “Munchkin Infant Formula represents years of listening to families and working with doctors and scientists to create something truly different, including the only cow’s milk formula in the US with beta-palmitate, a type of fat found in mature breastmilk, to support digestion and nutrient absorption.”

The launch of formula marks a major milestone for Munchkin, completing its 360° Infant Feeding Ecosystem, Full Circle Feeding, uniquely designed to support families however they choose to feed. Munchkin’s Full Circle Feeding includes the Flow Nipple Shield+, lactation support products, and Bond Bottles, providing parents with high-quality, reliable options that help them feed with confidence and ease during a vital stage of parenthood.

Munchkin Infant Formula is manufactured in a state-of-the-art infant formula facility in Canada. The facility is audited by both the U.S. Food and Drug Administration (FDA) and the Canadian Food Inspection Agency (CFIA) and adheres to the highest safety and quality standards in both countries. The formula undergoes rigorous testing to ensure it is free from pathogens and heavy metals, including specific testing for Clostridium botulinum (C. bot), the bacteria responsible for infant botulism.

Munchkin Infant Formula is available online now at munchkin.com, and exclusively in Target stores nationwide mid-March.

*Structure and levels differ from those in breastmilk

About Munchkin Inc.
For more than 30 years, Munchkin Inc., the baby lifestyle brand owned by WHY Brands Inc, has produced innovative products for children and their caregivers. Munchkin has over 350+ patents to date, and more than 250 international product and brand design awards. Munchkin products are sold in more than 50 countries and have received over 1.45 million five-star reviews.

Munchkin has been awarded Great Place to Work for four consecutive years and is recognized for the third year in a row for the Best Places to Work by Built In. Munchkin has been honored on Fast Company’s annual “Brands That Matter” list for two consecutive years, including 2024, and ranked number eight on Fortune’s list of Most Innovative Companies in 2023. Munchkin’s award-winning StrollerCoaster: A Parenting Podcast ranks in the top 1% of Apple Podcasts’ Parenting category and is the #1 parenting podcast on YouTube by average views per episode.

As the only baby brand in the United Nations Global Compact, the company prioritizes corporate social responsibility with commitments to environmental protection and animal welfare, which are highlighted in its annual Sustainability Report. Learn more at www.WHYBrands.com and www.Munchkin.com.

About WHY Brands Inc.
WHY is a portfolio of brands that invent, develop, and design creative products across an array of categories. With every new idea and undertaking, we begin and end with the question why. That spirit of inquiry drives our commitment to innovation, highlighted by over 350 patents to date. We believe great ideas and next-generation design can be life-changing. WHY’s portfolio includes baby lifestyle brand Munchkin and Curio Home Goods. Learn more at www.WHYBrands.com.