Similac

Similac AR is an infant formula by Abbott, designed for babies with reflux, containing thickeners to help reduce spit-up. It is sold in many markets worldwide.

Similac’s history is rooted in the development of scientifically formulated infant food in the United States during the 1920s. Alfred Bosworth, associated with Tufts University, worked on a milk-based formula intended to provide a practical nutritional alternative or supplement to breast milk. Early versions were marketed under a different name before the Similac name was adopted. The name is generally associated with the idea of being similar to lactation, reflecting the product’s intended role in infant feeding. During the mid-twentieth century, infant formula shifted from a relatively specialized medical and household product into a mass-market packaged food category. Similac benefited from the expansion of pediatric medicine, hospital-based nutrition programs, modern food processing, and changing patterns of infant care. A significant reformulation in 1951 introduced a concentrated liquid format, improving preparation and storage convenience compared with earlier forms. The brand’s growth also followed the increasing importance of pediatricians, hospitals, and other healthcare professionals in recommending infant nutrition products. In 1964, Abbott acquired Ross Laboratories, bringing Ross and its pediatric-nutrition brands, including Similac, under Abbott ownership. This transaction connected Similac to Abbott’s broader nutrition and healthcare infrastructure. Abbott subsequently developed a wider product architecture around ordinary milk-based formulas, soy-based alternatives, formulas for babies with digestive or allergy-related concerns, and specialized nutrition for premature or low-birth-weight infants. In 1966, the company introduced Isomil, a soy-based formula associated with the Similac portfolio. A specialized premature-infant product was introduced in the 1990s and later became associated with the Similac NeoSure name. Over time, Similac expanded beyond a single mainstream formula into a range of powders, concentrates, ready-to-feed liquids, and specialty products. Abbott’s research and product-development efforts incorporated nutrients and ingredients used in modern infant-nutrition formulations, including prebiotic and human-milk-oligosaccharide-related technologies. The precise product range, claims, and regulatory status have differed across markets, making local labeling more authoritative than global brand summaries. Similac’s marketing history reflects the cultural sensitivity of infant feeding. Traditional formula advertising often focused on nourishment, growth, convenience, and professional authority. In the 2010s, Similac increasingly used storytelling about parental identity and social pressure. Its 2015 The Mother ’Hood campaign dramatized divisions among parents over breastfeeding, bottles, strollers, baby carriers, employment, birth choices, and other parenting decisions before bringing the characters together around the shared responsibility of caring for children. The campaign became widely discussed online and was later extended through The Sisterhood of Motherhood. In 2017, a related advertisement emphasized the strength and exhaustion involved in caring for newborns. In 2019, The Promises Project used survey-based messaging about parents feeling judged and encouraged more supportive behavior across feeding and parenting differences. The brand entered a major crisis in 2022. Abbott halted production and recalled selected powdered Similac products made at its Sturgis, Michigan, facility after inspections and reports of infant illness generated concerns about possible Cronobacter contamination and plant conditions. The recall and shutdown occurred amid existing supply-chain pressures and produced severe consequences for families across the United States because Abbott was a major formula supplier. The federal government responded with emergency supply measures, including the use of the Defense Production Act and imports from overseas manufacturers. Abbott restarted some specialty production before resuming Similac production and supplemented supply through other plants and imported formula. The 2022 crisis led to scrutiny of Abbott’s manufacturing controls, communications, and role in the infant-formula market. It also contributed to lasting litigation and reputational risk. Separate lawsuits involving premature infants have alleged that Abbott and other manufacturers inadequately disclosed claimed risks of necrotizing enterocolitis associated with certain cow’s-milk-based formulas or fortifiers. Such cases involve contested medical, factual, and legal questions and should be described as allegations unless established by a final judgment or settlement. Similac continues to operate as an Abbott Nutrition brand, with its identity combining regulated infant nutrition, specialized medical-oriented products, retail distribution, and parent-focused communications.

• 2022

  Sturgis recall and production shutdown

  [4]Abbott Restarts Similac Infant Formula Production at Michigan Facilityreuters.com

  Selected powdered Similac products were recalled and production at Abbott’s Sturgis facility was suspended, contributing to a national formula shortage.

• 2022

  Similac production restarted

  [3]Abbott Update on Powder Formula Recallabbott.com

  Abbott announced the restart of Similac production at Sturgis after remediation and used additional facilities and imports to support supply.

• 2019

  The Promises Project

  [5]For Mother’s Day, Similac Addresses the Pressures Parents Feel on Bottle Feeding and Moreadweek.com

  Similac used parent-survey findings in a campaign encouraging parents to reduce judgment around feeding and child-rearing choices.

• 2017

  Sisterhood of Motherhood continuation

  [7]Similac’s New Ad Celebrates the Special Bond Moms Sharehuffpost.com

  A Mother’s Day advertisement extended the brand’s message by celebrating the strength and shared experiences of mothers.

• 2015

  The Mother ’Hood campaign

  [6]Similac Has a Big Hit With One of the Most Honest Ads Ever About Parentingadweek.com

  Similac launched a widely discussed advertisement portraying conflicts among parenting groups and ending with a message of parental solidarity.

• 1994

  Premature-infant nutrition line

  [1]Similacen.wikipedia.org

  A specialized formula for premature infants was introduced and later became associated with Similac NeoSure.

• 1966

  Soy-based portfolio expansion

  [1]Similacen.wikipedia.org

  Isomil, a soy-based formula, was introduced within the broader pediatric-nutrition portfolio.

• 1964

  Brought into Abbott’s portfolio

  [2]Abbott Laboratoriesen.wikipedia.org

  Abbott acquired Ross Laboratories, bringing Similac under Abbott ownership.

• 1951

  Concentrated liquid reformulation

  [1]Similacen.wikipedia.org

  The product was reformulated into a concentrated liquid format, improving preparation and storage convenience.

• 1927

  Similac name adopted

  [1]Similacen.wikipedia.org

  The formula began to be marketed under the Similac name, commonly linked to the concept of similarity to lactation.

Showing the 10 most recent.

Science-led infant and early-childhood nutrition, combining mainstream feeding products with specialized formulas for digestive, allergy-related, premature-infant, and other nutritional needs.

• Standard infant formula

  Similac Advance

  A mainstream Similac infant-formula line intended for routine feeding. Product composition, claims, and packaging can vary by market and over time.

• Standard infant formula

  Similac Pro-Advance

  A premium-positioned mainstream formula line marketed with a blend of nutritional ingredients and prebiotic or human-milk-oligosaccharide-related features, depending on the specific product and jurisdiction.

• Sensitive-digestion infant formula

  Similac Total Comfort

  A formula line positioned for infants whose caregivers seek a product designed for digestive comfort. Specific protein processing and ingredient claims depend on the local formulation.

• Hypoallergenic infant formula

  Similac Alimentum

  A specialized formula intended for babies requiring a hypoallergenic nutrition option. It has been marketed for infants with sensitivity or allergy-related feeding concerns and is subject to local medical and regulatory guidance.

• Soy-based infant formula · 1966

  Isomil

  A soy-based formula introduced in the Similac portfolio in the 1960s. Availability and current formulation differ by market.

• 2022

  Sturgis powdered-formula recall and shortage

  Abbott recalled specified lots of powdered Similac and other formulas made at its Sturgis, Michigan, plant after reports of infant illnesses and regulatory concerns about possible Cronobacter contamination and plant conditions. The shutdown contributed to a severe U.S. infant-formula shortage. The recall concerned specified products and lots, not necessarily every Similac product.

  Source

• Necrotizing-enterocolitis litigation

  Lawsuits brought by families of premature infants have alleged that Abbott’s marketing and warnings did not adequately communicate claimed risks associated with cow’s-milk-based formulas or fortifiers and NEC. The allegations are contested and case outcomes vary.

  Source

Read more

• 2019The Promises Project

  United States

  For Mother’s Day, Similac used research indicating that many parents felt judged by other parents to encourage mutual support across feeding and parenting choices.

  Outcome. The campaign broadened Similac’s anti-shaming message and focused on social pressure around bottle feeding and other parenting decisions.

  Source
• 2017Sisterhood of Motherhood: Mother’s Day film

  United States

  A Mother’s Day continuation focused on the physical and emotional demands of caring for newborns and celebrated the bond and resilience shared by mothers.

  Outcome. The advertisement was covered as an emotional extension of Similac’s parent-solidarity platform.

  Source
• 2015The Mother ’Hood / The Sisterhood of Motherhood

  United States

  A highly circulated advertising campaign portrayed rival parenting factions arguing over breastfeeding versus formula, work, birth choices, strollers, carriers, and other decisions. The conflict shifted when the parents united to protect a child, framing the brand around solidarity rather than parental judgment.

  Outcome. The campaign generated substantial online attention and discussion, although the campaign’s public reception also included criticism of its gendered “sisterhood” framing and the use of parenting conflict to sell formula.

  Source

• 2022

  Resume production after the Sturgis recallOther

  Background

  The recall and plant shutdown reduced U.S. formula availability and intensified pressure on Abbott to remediate the facility and restore supply.

  Action taken

  Abbott restarted Similac production at Sturgis and supplemented output through other facilities and imported formula.

  Aftermath

  Abbott said retail availability would take additional time to recover while government and industry measures continued addressing the shortage.

  Source

• 2015

  Use parent conflict as a brand platformOther

  Background

  Parenting debates, particularly breastfeeding versus formula feeding, had become highly visible in social media and popular culture.

  Action taken

  Similac commissioned a humorous narrative advertisement that dramatized competing parenting identities before presenting shared caregiving as the common ground.

  Aftermath

  The advertisement received extensive online attention and established a recognizable parent-solidarity positioning for the brand.

  Source

• 2022

  Abbott restarted Similac production at its Michigan facility[4]Abbott Restarts Similac Infant Formula Production at Michigan Facilityreuters.com

  Recall · Other

  Production resumed after sanitation and regulatory steps, with Abbott stating that shipments would take additional time to reach retailers. The company also used overseas and domestic facilities to increase supply.

1. 1Similacen.wikipedia.org
2. 2Abbott Laboratoriesen.wikipedia.org
3. 3Abbott Update on Powder Formula Recallabbott.com
4. 4Abbott Restarts Similac Infant Formula Production at Michigan Facilityreuters.com
5. 5For Mother’s Day, Similac Addresses the Pressures Parents Feel on Bottle Feeding and Moreadweek.com
6. 6Similac Has a Big Hit With One of the Most Honest Ads Ever About Parentingadweek.com
7. 7Similac’s New Ad Celebrates the Special Bond Moms Sharehuffpost.com
8. 8Deceptive Similac Marketing Led to NEC and Newborn’s Death, Mother Says in Lawsuitaboutlawsuits.com
9. 9雅培自愿召回其斯特吉斯工厂生产的某些婴幼儿配方奶粉nbcnews.com