“When a company controls the WIC program, it controls the entire marketplace in that state.”
are at least partially fed using formula. At 6 months old, three-quarters of babies consume formula.
The first batch of formula for infants and children with special needs landed in Plainfield, Indiana, on May 22; it came from Nestlé’s facilities in Switzerland and the Netherlands. British company Kendal Nutricare has also been quick to take advantage of the US Food and Drug Administration’s move to ease rules on foreign imports and will airlift tens of thousands of cans of cow’s milk formula from its stockpiles next month.
But smaller domestic companies will also want a piece of the pie—and in a way, they already have it. In the past three months, ByHeart and Bobbie, two young companies that sell their products online directly to parents, have seen a surge in demand. New York–based ByHeart entered the market just a few weeks after the Abbott recalls; it has had 15 times the number of new customers it projected for the year.
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