Mechell, That's very interesting. W**** A**** was supposed to be getting out of the formula business in the US. S** was not being competitive with S****** and E******, so they were going to move on to Europe, and perhaps elsewhere. Generic formula, now that's a new one for the US. Since they couldn't compete head on with the big guys on name recognition, they decided to sneak in the back door with a lower-priced product. This may start a price war. Cut into the big guys' profits. I'm not sure that this worries me, though. We breastfeeding advocates like to point out that breastfeeding is cheaper that formula feeding, but I really don't think cost is a major factor in the decision making process for most women. Infant health and bonding, versus perceived "inconvenience" and being "tied down," are among the things that have more impact. IMHO Maybe they'll destroy each other. :-) Is this a "safe" topic for discussion? What does everyone else think about this? Kim Kim Block RNC, MSN, IBCLC Westfield, New Jersey, USA (suburb of New York City) [log in to unmask]