The term used in the UK by manufacturers is 'baby milk' or 'infant
milk'. This is on the cans, and it is also used in marketing and
advertising.  US brands - only a tiny part of the market - have the
word formula on the packs, though.

I would never use the word 'baby milk' personally,  because I think
it has been deliberately invented to sound cosy and cute.

I usually use the word formula, which has become much more common as
a term in the last few years among mothers and HPs.  I think this is
sufficiently un-cosy and un-cute to be truthful.  There are also
science-fiction shades of meaning (cue to scene of mad scientist with
staring eyes and crazy hair, in lab full of frothing green and orange
test tubes .....'Haha! Only a few more minutes and my powerful
*formula*  for world domination will be complete! Haha!' ), and for
many people, unpleasant memories of algebra lessons ('If 3x equals 2y
to the power of 10, and if p then q......').  So formula is a pretty
good choice for Brit English : )

Heather Welford Neil
NCT bfc Newcastle upon Tyne UK

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