Table 3.

Prevalence of 79 milk formula brand variants making claims by type of claim.

Claim type		Brand variant making this claim typea, n
Food safety claims		34
	Whole package imported	20
	Good quality of milk source	9
	Long brand history	8
	Imported milk source	7
	Purity, no contamination	2
Product quality claims		25
	Premium, gold package, super	20
	Organic	7
	Scientific based, medical evidence based/medical recommendations based/trusted by parents and health professionals.	5
	Goat milk	4
Health claims		24
	Helps to support digestive and absorption system	8
	Specialized for allergic baby	7
	Nutritionally balances and provides good nutrition to infant or children/supports healthy growth/better overall health	6
	Good for the brain/better brain power	3
Nutrition claims		24
	Contains DHAb/ARAc, Omega 3, or milk fat globule membrane	7
	Contains sphingomyelin or choline	5
	Contains protein or amino acids	4
	Contains probiotics	4
	Contains lactose	2
	Contains fiber	1
	Contains vitamin	1
Claims idealizing the use of milk formula		10
	Including thousands of mothers’ choice/similar to breast milk/love	10

^aSome brand variants made multiple types of claims under each claim option.

^bDHA: docosahexaenonic acid.

^cARA: arachidonic acid.