Up&Up is Target's exclusive private-label infant formula brand, launched in 2009 as part of Target's broader Up&Up value-label strategy. Like Walmart's Parent's Choice, Up&Up infant formulas are primarily manufactured by Perrigo at the Allegan, Michigan facility that produces most US private-label store brands. The product line, price positioning, and regulatory standing closely parallel Parent's Choice, as does the substantial cost savings versus major-brand equivalents. This reference hub complements the Parent's Choice hub and documents the private-label tier of the US infant formula market.
Up&Up is Target's private-label infant formula, primarily manufactured by Perrigo at FDA-registered US facilities. The product line includes Advantage Premium (with 2'-FL HMO), Sensitivity, Gentle, and Soy — each positioned as a 30-50% cheaper alternative to major brand equivalents (Similac Pro-Advance, Similac Sensitive, Enfamil Gentlease). FDA 21 CFR 107 compliance is identical to major brands. Sold exclusively at Target. Not WIC-contracted as widely as Parent's Choice. Not organic. This is a high-utility reference tier for Target-shopping families making cost-conscious decisions.
Company snapshot
| Attribute | Value |
|---|---|
| Retailer/brand owner | Target Corporation |
| Primary manufacturer | Perrigo Company plc |
| Founded | 2009 (Up&Up general brand); infant formula launched subsequently |
| Manufacturing location | Perrigo facilities, Allegan, Michigan (primary) |
| Product category | Full range (standard, sensitive, gentle, soy) |
| FDA registered as infant formula | Yes (21 CFR 107) |
| WIC contract coverage | Yes in some states; less common than Parent's Choice |
| Sold by Organic's Best Shop | No |
| Typical price vs Similac/Enfamil | 30-50% lower |
The private-label structure
Up&Up and Parent's Choice exemplify the US private-label infant formula model. Both retailers operate the same fundamental approach:
- Outsource manufacturing to Perrigo (primary) or similar FDA-registered US facilities
- Package under retailer-exclusive brand name
- Price significantly below major brands
- Compete for WIC contracts in select states
For the full private-label explanation including Perrigo's role and the cost math, see the Parent's Choice brand hub — the private-label framework is fully documented there and applies equally to Up&Up.
Up&Up product line
The variant structure mirrors Parent's Choice and major-brand equivalents:
Advantage Premium (flagship)
Target's premium-tier infant formula with 2'-FL HMO, GOS prebiotic, DHA/ARA, and full micronutrient fortification. Positioned against Similac Pro-Advance.
See the SKU record: Up&Up Advantage Premium.
Sensitivity
Reduced-lactose variant for "sensitive tummies" positioning. Clinical context: reduced-lactose formulas are not clinically indicated for most healthy infants, see infant lactose intolerance.
Gentle
Partially hydrolyzed whey variant for atopic-risk families or "fussiness and gas" positioning. Clinical framework: colic and formula choice.
Soy
Soy-protein-based formula. Used for galactosemia, parental preference for plant-based, or specific indications.
Up&Up vs Parent's Choice
For Target vs Walmart shoppers, Up&Up and Parent's Choice are nearly interchangeable products:
| Feature | Up&Up | Parent's Choice |
|---|---|---|
| Retailer | Target | Walmart |
| Manufacturer | Perrigo | Perrigo (primary) |
| FDA 21 CFR 107 | Yes | Yes |
| Premium variant with HMO | Yes | Yes |
| Typical price range | Similar | Similar |
| WIC contract coverage | Limited | Broader |
| Where available | Target stores and target.com | Walmart stores and walmart.com |
The regulatory framework, nutritional compliance, and manufacturing origin are essentially identical. The choice between them often comes down to which retailer is convenient or which brand a family is more familiar with.
Cost comparison
Monthly formula cost for exclusive-formula-fed 3-month-old at ~27 oz/day consumption:
| Product | Monthly cost | Annual cost |
|---|---|---|
| Similac Pro-Advance | $240-320 | $2,900-3,850 |
| Enfamil NeuroPro | $240-320 | $2,900-3,850 |
| Up&Up Advantage Premium | $140-190 | $1,700-2,300 |
| Parent's Choice Advantage Premium | $140-190 | $1,700-2,300 |
The ~$1,200-$1,500 annual savings is the same for either store brand. FDA compliance means nutritional equivalence.
Regulatory standing
Up&Up is FDA-registered under 21 CFR 107, with identical compliance requirements to major brands. The manufacturing facility (Perrigo Allegan) undergoes annual FDA inspection. See:
Editorial notes from María
Up&Up serves the same function as Parent's Choice for Target shoppers. The editorial framework I've documented in the Parent's Choice hub applies identically here: FDA regulatory equivalence with major brands means nutritional outcomes for healthy term infants are comparable, and the ~$1,500 annual savings is meaningful for most families.
Target's general retail positioning appeals to slightly more middle-income families than Walmart's, which affects Up&Up's market segment. Some families who shop Target but wouldn't shop Walmart may find Up&Up a more familiar option. The product itself is fundamentally similar.
Organic families should note that Target does carry some organic infant formula options under other brands (Earth's Best at Target, Bobbie at some Targets, Happy Baby), but Up&Up itself does not offer certified-organic variants. For organic-specific requirements, Bobbie, Happy Baby, Earth's Best, Baby's Only, or European imports remain the routes.
Up&Up is not sold by Organic's Best Shop. This hub exists for Atlas completeness to serve the substantial population of Target-shopping families using this brand.
For related profiles:
- Parent's Choice — Walmart private label equivalent
- Similac, major-brand reference (Abbott)
- Enfamil, major-brand reference (Reckitt)
Frequently asked questions
Who makes Target's Up & Up formula?
How does Up & Up compare to Similac Pro-Advance?
Is Up & Up WIC-eligible?
Are there gentle/sensitive variants in the Up & Up line?
Can I switch between Up & Up and brand-name formulas?
Is Up & Up only available at Target?
Primary sources
- Target Corporation: Up&Up brand and product information. target.com
- Perrigo Company plc: Primary contract manufacturer for US private-label infant formulas. perrigo.com
- FDA: Infant Formula Guidance and 21 CFR 107 regulation. fda.gov
- USDA Food and Nutrition Service: WIC program infant formula contract information. fns.usda.gov
- AAP: HealthyChildren.org on FDA-registered infant formula nutritional equivalence. aap.org
Related reading
This site provides research and comparisons, not medical advice. Consult your pediatrician before changing your baby's formula.
