An infant formula company whose products appeal to consumers seeking more “natural” alternatives to conventional formulas has been told to withdraw or modify claims suggesting its whole-milk formula is closer to breast milk and nutritionally superior to competing products.

The findings could have broader significance amid the Trump administration’s “Make America Healthy Again” (MAHA) campaign, which has focused new attention on the ingredients and processing methods used in infant formula.

In an Aug. 31 decision, BBB National Programs’ National Advertising Division (NAD) found that Kendal Nutricare Limited substantiated some claims about the whole milk used in its Kendamil infant formula. But the advertising watchdog found that evidence did not support several claims about nutritional benefits, comparisons with breast milk, human milk oligosaccharides (HMOs) and the history of the brand. The case resulted from a challenge brought by Abbott Laboratories.

Kendamil has distinguished itself in the U.S. formula market in part by emphasizing whole milk from European grass-fed cows and naturally occurring milk fat.

NAD agreed that whole milk is a primary ingredient in Kendamil and contributes naturally occurring milk fat. But it........

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