Munchkin Brings Infant Formula to TikTok Shop for the First Time

Munchkin is the first brand to launch an infant formula product on TikTok Shop in the US, bringing entertaining content together with formula education and purchasing options in the same place where parents and the community already are

LOS ANGELES--(BUSINESS WIRE)--Munchkin, the infant feeding brand supporting families across breastfeeding, bottle feeding and formula feeding, today announced they will bring Infant Formula products to TikTok Shop in the US for the first time.

This integration is designed around a simple reality: questions about feeding do not only come up in the pediatrician’s office or the grocery aisle. They come up while parents are actually feeding their babies - often late at night, phone in hand. With 200 million monthly users using TikTok every month and LIVE Shopping emerging as one of the platform’s increasingly popular ways to shop and discover, TikTok Shop increasingly brings discovery, conversation and shopping together in one place.

For parents, feeding decisions are rarely linear. Families may breastfeed, pump, supplement, combo feed, transition to formula or use formula from the beginning. Munchkin has built its infant nutrition business around that reality, with products and support designed to help families navigate the feeding journey, not a single feeding method.

For new parents, those conversations do not necessarily happen during business hours. Feeding happens around the clock - during an afternoon bottle, an evening pumping session or a 2 a.m. feed. Munchkin has seen strong LIVE viewership even in the early morning hours, when parents may be awake with their babies and looking for information, reassurance or simply connection with other parents.

Through TikTok Shop, parents can discover authentic and informative content about products from the brand through creators, and dive even deeper with real-time engagement during a LIVE Shopping session, and purchase all without leaving the platform.

“Infant formula is one of the most important and personal products parents choose, yet the experience of learning about it can feel surprisingly disconnected from the way families actually make decisions,” said Steven B. Dunn, Founder and Chief Executive Officer of WHY Brands Inc. “Munchkin has always been focused on making life easier for parents. Collaborating with TikTok Shop allows us to bring formula education, real questions and purchase into one experience while expanding how families can access Munchkin Infant Formula.”

Beginning October 8, parents can purchase Munchkin Infant Formula directly through TikTok Shop. Munchkin will also host LIVE events throughout the remainder of 2026, meeting parents in the moments when feeding questions actually arise - including late-night and early-morning feeds.

Programming will feature Munchkin’s infant nutrition experts, product experts, creators and parents discussing the questions families ask most often, from understanding formula ingredients and how formula types compare to navigating combo feeding, how partners can support feeding routines and how feeding needs may change as babies grow.

The LIVE programming will bring parents face-to-face with the people behind Munchkin’s feeding products - including the scientists and infant nutrition experts who develop and oversee its formula. Rather than relying solely on traditional product content, the LIVE format gives parents the opportunity to ask questions directly and get answers in real time.

“We built Munchkin Infant Formula on science, quality and a deep understanding of the reality of feeding,” said Kristin Pagano, General Manager of Infant Formula at Munchkin. “TikTok Shop gives us the opportunity to meet parents where they are already learning and asking questions, and to explain what is behind our formula in a more direct and human way. This is not just another place to buy formula, it is a new way to help parents feel more informed and supported.”

Sarah Baskin, VP, E-Commerce & Digital Growth at Munchkin, said: “Feeding a baby doesn’t happen on a retail schedule. It happens at 2 a.m., during a pumping session, or while a parent is making a bottle with one hand and looking for answers with the other. We’ve seen parents join our LIVE events even in those early morning hours. TikTok Shop gives us an opportunity to show up in those moments with real people, real answers and products parents can purchase right there.”

Munchkin launched its infant formula line in Spring 2026, including Munchkin Infant Formula Made with Organic Milk, and Munchkin Infant Formula Made with Original Milk. The launch of both formulas on TikTok Shop represents the next step in the brand’s effort to support families across the full feeding journey and make its infant nutrition products available through the channels where today’s parents discover, research and shop.

About Munchkin Inc.

For more than 30 years, Munchkin Inc., the baby lifestyle brand owned by WHY Brands Inc, has produced innovative products and functional gear for children and their caregivers. Munchkin has over 375+ patents to date, and more than 255+ 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 as a 2026 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.

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.