Choosing the right formula

This can be a very stressful decision to make - but it doesn’t have to be with our help and expertise. It is important to remember that there is no one “best” formula - many formulas are amazing for different reasons and it depends on the needs of your baby. What works for one baby may not work for the other. If you don’t know where to start - we don’t blame you! We know how difficult it is, which is why we have come up with our go-to formula for choosing from the seemingly endless list of formulas.

So, what’s important to you when buying baby formula? Typically, there are a few priorities that our customers have highlighted. They are:

  • Production quality
  • Cost
  • Ingredients and similarities to breast milk
  • Availability from a trusted source


No formula can completely replicate breast milk and its overwhelming list of advantages, but ingredients in European formulas are designed to replicate the nutritional goodness of nursing. This is done by mimicking the blend of proteins, fats, carbs, vitamins, minerals, and micronutrients. If you want to find a formula that’s similar to breast milk, then find one with the absence of corn syrup and sucrose.

European formulas are offered in stages, which are designed to replicate the stages of breast milk and complement the diets of babies who have begun eating solid foods (the latter being for stages 2 and 3). These are the best solution to finding a close alternative to breast milk.


Milk quality is affected by the diet and treatment of the animal that produced it. Formulas produced in Europe have the highest quality due to the strict regulations they must pass before it is sold to parents; they are also organic certified.


Our formula recommendations include Holle Bio PRE which originates from cows on a Demeter-certified farm (the top certification for biodynamic farms) or Jovie Organic Goat formula 1, which is one of the best goat infant formulas out there right now. These brands do not compromise on quality.


The availability of formula is important for a lot of parents - they must be able to buy it last-minute if it’s needed from a local store or be delivered to the house quickly. As seen with the infant formula shortage recently, sometimes relying on local stores can be risky as they may not always be in stock. Having a trusted retailer to buy from that has an existing supply chain exclusively online and who accepts bulk orders to lower costs is ideal for parents - waves - which is what we do here at


Formula feeding can be pricey and concern is a large concern for most parents, which is what they voice when it comes to European formulas. We have a handy chart where you can see that the cost per fluid ounce is similar or less in a lot of cases and costs $3-$4 max per day. This can be reduced further by buying in bulk here at


Evaluating your baby’s needs


Every baby’s feeding journey is unique and won’t be the same as another, so different formulas work for different babies! We do, however, have some recommendations from our expert team.


Are you supplementing breastfeeding or doing a combination? If you are using a combination, then Holle formulas are best as they don’t contain prebiotics or probiotics. If you are using an only formula to feed your baby, then we recommend a HiPP or Jovie Organic Goat formula; HiPP formulas contain prebiotics and most have probiotics, except the UK and Dutch HiPP Stage 3 formulas. They offer complete nutrition, which is recommended for exclusive formula feeding.


Jovie Goat Organic is the first European organic formula to use Organic Goat Milk as its no.1 ingredient ! Jovie uses full fat goat milk, using all the inherent and natural benefits of goat milk fat. That way, Jovie has to add fewer ingredients – doing away with ingredients such as palm oil and maltodextrin- to make a complete Organic goat milk formula.


If your baby is sensitive to cow’s milk, then use Holle’s goat milk formulas. If you need a hypoallergenic formula instead, purchase HiPP HA Hypoallergenic PRE, a hydrolyzed formula for those with a milk protein intolerance.

If your baby suffers from reflux, use the HiPP AR anti-Reflux; it is thickened with locust bean gum, which reduces the amount of milk being thrown up. If your baby suffers from digestive problems, use HiPP Comfort as it has reduced lactose.


Check out our Best Organic Formula Buyer’s Guide if you’re still unsure and want to have a detailed look into the formulas.


Decide and Try


This is probably the best method you could adopt when trying to find the right formula for your baby. So, purchase a box, try it for two weeks (it takes around two weeks for the digestive system to adjust to a formula), and then see what happens. If the formula isn’t for you, then we offer support if you need to switch. While we do not accept returns, we do give you a store credit so you can try another formula. As always, our team of experts is on hand to help also!


The first few months after the birth is a time of great adjustment for everyone - the newborn included. Babies and parents alike are learning and experiencing new things, so remember that things such as colic, gas, and fussiness are common. It doesn’t mean you need to change the formula based on those symptoms, but it just means your baby is learning to adapt.


Still unsure?


We have a customer service team that are certified infant nutrition technicians who would love to advise you and work with you to find the best formula for your baby. We’re parents too, which helps us understand what you’re going through. Get in touch via our live chat or email us!