Similac
Similac is the leading US infant nutrition brand of Abbott Laboratories, selling HMO-based infant formulas, specialty formulas, and toddler drinks to parents of children aged 0–36 months via retail, healthcare facilities, and direct-to-consumer e-commerce in the US and Mexico.
- Company typePublic
- Founded1925
- HeadquartersLake Bluff, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Similac does
Similac is the flagship infant nutrition brand of Abbott Laboratories (NYSE: ABT), headquartered at Abbott Park, Illinois, and serving consumers in the United States and Mexico. Founded in 1925 (originally as Franklin Infant Food, renamed Similac in 1927), the brand has built a 100-year track record in the infant formula category, with category-defining firsts including the first ready-to-feed formula in US hospitals, the first iron-fortified formula, and the first US and Mexico formulas incorporating 2'-FL HMO (Human Milk Oligosaccharides) in 2016.
The product portfolio centers on milk-based and specialty infant formulas anchored on proprietary HMO science. Flagship Similac 360 Total Care is the only US infant formula with 5 HMO prebiotics structurally identical to those in breast milk, marketed to deliver 5 clinically shown benefits: normal growth, brain development, tolerance, gut health, and immune support. The broader line includes Similac Advance, Sensitive, Organic, Alimentum (hypoallergenic for cow's milk allergy), Soy Isomil, Irish Farms (Non-GMO with Irish milk), NeoSure (premature infant post-discharge nutrition), Go & Grow toddler drinks for the 12-36 month window, and feeding accessories. Underpinning the offering is more than 15 years of HMO research, dual prebiotic blends, OptiGRO (DHA, lutein, vitamin E), and Non-GMO variants.
The business model combines a direct-to-consumer e-commerce channel at similac.com (with Schedule & Save subscription) with mass retail distribution through major chains and healthcare-facility sampling for specialty SKUs (NeoSure, Alimentum). Pricing is unit-based, ranging from approximately $29 per single can to roughly $300 per case for premium specialty formulas. The MySimilac Rewards loyalty program layers retention mechanisms (points, formula coupons, nutrition guidance, Shutterfly benefits) on top of product sales. Marketing emphasizes healthcare-provider trust signals, an extensive content library (pregnancy, feeding, development guides), and social/digital engagement targeted at expectant and new parents.
Similac firmographics
Firmographics- Name
- Similac
- Legal name
- Abbott Laboratories
- Website
- https://similac.com
- Company type
- Public
- Founded year
- 1925
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Similac is the leading US infant nutrition brand of Abbott Laboratories, selling HMO-based infant formulas, specialty formulas, and toddler drinks to parents of children aged 0–36 months via retail, healthcare facilities, and direct-to-consumer e-commerce in the US and Mexico.
- Ownership category
- akta.pro rank
Similac industry classification
Industry- Product category
- Infant Formula
- NAICS
- Dairy Product Manufacturing (3115)
- SIC
- Dairy Products (2020), Food And Kindred Products (2000)
- akta.pro primary industry
- Infant Formula & Specialized Dairy Nutrition Manufacturing (AFAKAKAJ)
- akta.pro secondary industries
- Specialty & Medical Infant Formula (Hypoallergenic, Lactose-Free, Metabolic) (CRADAEAB), Organic & Clean-Label Baby Nutrition (CRADAEAK), Baby Nutrition for Special Diets (Gluten-Free, Kosher/Halal, Allergen-Controlled) (CRADAEAO), Toddler & Growing-Up Milk (12+ months) (CRADAEAC)
Keywords
Where Similac is headquartered
LocationHeadquarters
- HQ city
- Lake Bluff
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Similac business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Operations, Personnel, Infrastructure
Revenue model
- Infant Formula Sales: Primary revenue from selling infant formulas and toddler drinks through direct e-commerce (similac.com) and retail store distribution. Products include ready-to-feed, powder, and liquid formulas across multiple variants (360 Total Care, Alimentum, Organic, Sensitive, NeoSure for preemies, Go & Grow for toddlers).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Similac 360 Total Care Ready to Feed |
| Unit Pricing | Pay-as-you-go | Similac 360 Total Care Sensitive Ready to Feed |
| Unit Pricing | Pay-as-you-go | Similac 360 Total Care Powder |
| Unit Pricing | Pay-as-you-go | Similac Organic Ready to Feed |
| Unit Pricing | Pay-as-you-go | Similac Irish Farms Powder |
| Unit Pricing | Pay-as-you-go | Similac Alimentum Ready to Feed |
| Unit Pricing | Pay-as-you-go | Similac NeoSure Premature Post-Discharge |
| Unit Pricing | Pay-as-you-go | Go & Grow 360 Total Care Toddler Drink |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Similac product offering
Product offeringCore offering
Similac is an infant nutrition brand owned by Abbott Laboratories that develops, manufactures, and sells a portfolio of infant formulas, toddler drinks, and feeding accessories designed as complete or partial substitutes for breast milk. The product line spans standard milk-based formulas, hypoallergenic and soy-based formulas, organic and Non-GMO variants, premature-infant (post-discharge) formulas, and toddler nutrition drinks, supported by a loyalty rewards program (MySimilac Rewards) and distributed via the brand's own e-commerce site, major retailers, and healthcare facilities.
Product overview
Similac is Abbott's infant nutrition brand offering a comprehensive portfolio of infant formulas, toddler drinks, and feeding accessories. The core product line includes Similac 360 Total Care (flagship formula with 5 HMOs), Similac 360 Total Care Sensitive, Similac Alimentum (hypoallergenic), Similac Soy Isomil (soy-based), Similac Advance, Similac Organic, Similac Irish Farms, Similac NeoSure (premature baby formula), and Go & Grow toddler drinks. The brand operates the MySimilac Rewards loyalty program and sells feeding accessories. Products are designed as complete or partial breast milk substitutes for babies from newborn through 36 months.
Differentiator
Problem solved
Functional benefit
Brands
- Similac 360 Total Care: Infant formula with 5 HMO prebiotics, the closest formula to breast milk with clinically shown benefits for growth, brain development, tolerance, gut health, and immune support.
- Similac Alimentum
- Similac Soy Isomil
- Similac Advance
- Similac NeoSure
- Similac Organic
- Similac Sensitive
- Similac Irish Farms
- Go & Grow by Similac
- MySimilac Rewards
Products and services
- Similac 360 Total Care Flagship infant formula featuring 5 HMO prebiotics structurally identical to those found in breast milk, designed as a complete or partial breast milk substitute supporting normal growth, brain development, tolerance, gut health, and immune support.
- Similac 360 Total Care Sensitive Infant formula with 5 HMOs designed for babies with lactose sensitivity and easy digestion, providing complete nutrition as a breast milk substitute.
- Similac Alimentum Hypoallergenic infant formula designed for babies with severe food allergies, cow's milk allergy, colic symptoms, and crying. Uses predigested protein for easier digestion.
- Similac Soy Isomil Soy-based infant formula providing complete nutrition for babies with lactose sensitivity or parents seeking a plant-based option.
- Similac Advance Standard infant formula with iron, containing dual prebiotic blend, nucleotides, and antioxidants. One of Similac's foundational formula products.
- Similac NeoSure Premature and post-discharge infant formula with enhanced nutrients designed for premature babies who need catch-up growth and development support after leaving the hospital.
- Similac Organic USDA Organic certified infant formula made with organic ingredients for parents seeking organic nutrition options.
- Similac Irish Farms Infant formula made with fresh milk from cows in Ireland, Non-GMO, with no artificial growth hormones, no palm olein oil, and no corn syrup.
- Go & Grow by Similac Toddler drink powder for children 12-36 months, available in standard and sensitive formulations with 5 HMOs to support continued development.
- Similac Pure Bliss Infant formula positioned as inspired by moms and modeled after breast milk, featuring high-quality ingredients.
- Similac Sensitive Infant formula designed for babies experiencing fussiness or gas, with easier digestion properties.
- MySimilac Rewards Loyalty rewards program offering up to $400 in benefits including formula coupons, nutrition guidance, free Shutterfly photo book, and points for scanning QR codes and redeeming coupons.
- Similac Bottles, Nipples & Feeding Supplies Feeding accessories including infant nipples and rings (standard, orthodontic, slow flow), Volu-Feed Nursers, and breast milk storage bottles.
Quantifiable outcome
- 5 clinically shown benefits: normal growth, brain development, tolerance, gut health, and immune support (in clinical study through 6 months and 12 months for cognition)
Companies that use Similac
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Similac technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
Similac partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Motherhood ExpertscorePartnership with psychology expert(s) for Love Without Measure initiative to promote authentic parenting content and normalize emotional challenges of parenting.
- Influencer MomscorePartnership with influencer mothers to share unfiltered parenting stories across social channels as part of Love Without Measure initiative, encouraging use of #LoveWithoutMeasure hashtag.
- Burson InsightsminorMarket research firm conducted national survey of 1,002 U.S. parents and parents-to-be ages 22-32 for Similac's Love Without Measure initiative.
- ShutterflyminorShutterfly provides free 20-page 8x8 hardcover photo books as a reward benefit for MySimilac Rewards members. Limited time offer with expiration terms.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Similac competitors and assessment
Company assessmentDirect peers
- Gerber (Nestlé): Gerber is a comparable infant nutrition brand with overlapping infant formula, baby food, and feeding products, owned by Nestlé. Both target new parents through pediatrician and maternity channels, and both carry trusted legacy brand equity in the U.S. market.
- Enfamil (Mead Johnson / Reckitt): Enfamil is the closest direct competitor to Similac in U.S. infant formula, offering a comparable portfolio across standard, sensitive, and specialty formulas (including its own HMO products). Both brands compete head-to-head on shelf, on pediatrician recommendations, and through similar direct-to-consumer sites.
- Perrigo Company plc: Perrigo is the largest U.S. manufacturer of store-brand infant formulas (sold under Target, Walmart, Kroger and other retailer labels), competing head-to-head with Similac on price-tier shelf space. Perrigo also operates its own branded infant nutrition portfolio, making it a dual private-label and brand competitor.
Emerging players
- Earth's Best (Hain Celestial): Earth's Best is an organic infant formula and baby food brand owned by Hain Celestial, operating in the same clean-label, organic positioning as Similac Organic and Similac Irish Farms. It targets the same health-conscious parent segment through similar retail and online channels.
- Bobbie: Bobbie is a venture-backed DTC organic infant formula brand challenging incumbent formula brands with a direct-to-consumer subscription model and millennial-parent branding. It competes most directly with Similac Organic and 360 Total Care for premium-positioned, digitally-native parents.
- ByHeart: ByHeart is a U.S. infant formula startup that builds its own manufacturing capacity and emphasizes clinical-grade, whole-milk nutrition with proprietary lipid blends. It is an emerging competitor targeting the same premium, ingredient-conscious parent segment that Similac 360 Total Care addresses.
- Happy Baby Organics (Once Upon a Farm): Happy Baby Organics is an organic baby and toddler nutrition brand, now part of Once Upon a Farm, focused on the same premium organic parent demographic that Similac Organic and Go & Grow target. The portfolio overlap in toddler pouches and drinks makes it a partial competitor in the 12-36 month life stage.
Regional players
- Holle: Holle is a European organic and biodynamic infant formula and baby food brand primarily serving EU and U.S. specialty/import channels. Comparable to Similac Organic and Irish Farms in clean-label positioning but with limited direct U.S. distribution, making it a regional/indirect competitor.
Broad incumbents
- Danone Nutricia (Aptamil): Danone's Nutricia division produces Aptamil and Cow & Gate infant formulas as part of a broad early-life nutrition portfolio spanning formula, baby food, and medical nutrition. Aptamil is a leading European infant formula brand with growing U.S. specialty presence, comparable in clinical positioning and premium pricing to Similac.
- Nestlé NAN: Nestlé's NAN infant formula line is part of the world's largest nutrition company's broad infant nutrition portfolio. NAN competes with Similac across global markets on premium, comfort, and specialty formulations with comparable R&D scale and clinical evidence positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Similac social profiles
Digital presenceSimilac financial estimates
Financial estimateRevenue estimate
Valuation estimate
Similac leadership team
Management profileNumber of profiles
Similac funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Similac M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Similac
What does Similac do?
Similac is an infant nutrition brand owned by Abbott Laboratories that develops, manufactures, and sells a portfolio of infant formulas, toddler drinks, and feeding accessories designed as complete or partial substitutes for breast milk. The product line spans standard milk-based formulas, hypoallergenic and soy-based formulas, organic and Non-GMO variants, premature-infant (post-discharge) formulas, and toddler nutrition drinks, supported by a loyalty rewards program (MySimilac Rewards) and distributed via the brand's own e-commerce site, major retailers, and healthcare facilities.
Is Similac a public or private company?
Similac is a public company. It is classified as corporate owned and is currently operating.
When was Similac founded?
Similac was founded in 1925. It employs 11 to 50 people.
Where is Similac based?
Similac is headquartered in Lake Bluff, United States, in the North America region.
How does Similac make money?
One revenue line is on record: infant Formula Sales.
Who are Similac's main competitors?
Direct peers on record are Gerber (Nestlé), Enfamil (Mead Johnson / Reckitt) and Perrigo Company plc. Emerging players are Earth's Best (Hain Celestial), Bobbie, ByHeart and Happy Baby Organics (Once Upon a Farm). Holle is listed as a regional player. Broad incumbents are Danone Nutricia (Aptamil) and Nestlé NAN.
Does Similac have an API?
No public API is recorded for Similac.
What industry is Similac in?
Similac's product category is Infant Formula. Its primary akta.pro industry code is AFAKAKAJ, Infant Formula & Specialized Dairy Nutrition Manufacturing, with a secondary code of CRADAEAB, Specialty & Medical Infant Formula (Hypoallergenic, Lactose-Free, Metabolic). Its NAICS code is 3115 and its SIC code is 2020.