Tired of Brands Using Corn Syrup and Skim Milk, This Mom Developed Her Own ‘Clean’ Baby Formula.

When Esther Hallam presented her daughter, Nara, to the world, she faced the daunting challenge of identifying trustworthy brands that offered high-quality, organic infant formula in the U.S.

Despite infant formulas existing for almost 160 years, Hallam feels that the quality in the U.S. is still lacking. Many manufacturers opt for skim milk to cut costs, subsequently adding oils to comply with nutritional standards. A variety of formulas contain palm oil, soy, and corn syrup, which are deemed unsuitable for infants due to possible health risks.

Research links corn syrup to a higher obesity risk, while palm oil has been shown to impede calcium and fat absorption.

“I became fixated on the idea that there wasn’t an organic infant formula I could trust, one that I felt comfortable giving to my daughter in the United States, a first-world country,” Hallam told TechCrunch.

For the past seven years, Hallam has been developing her own organic, whole-milk infant formula from scratch, with guidance from experts in pediatric nutrition and science.

Today marks the debut of Nara Organics, which adheres to both European and U.S. safety standards, is FDA-registered, and USDA-certified. Most importantly, the formula excludes palm oil, soy, corn syrup, maltodextrin, and genetically modified organisms (GMOs), providing a clean option for discerning parents wishing to nourish their babies with high-quality ingredients.

Nara Organics claims to have the highest milk fat percentage of any available formula in the U.S. Furthermore, it utilizes the least amount of plant-based oils, as the inclusion of whole milk reduces the need for additional oils to achieve the desired fat content. The ingredient list features an “organic vegetable oil blend,” made up of organic sunflower, coconut, and rapeseed oils that supply essential fatty acids beneficial for healthy growth.

While several brands, including Bobbie and ByHeart, produce organic formulas in the U.S., Nara Organics decided against domestic production. This choice may relate to previous outbreaks of Cronobacter contamination, a dangerous bacterium that can persist in dry products, resulting in multiple recalls of baby formula due to such outbreaks.

As a result, the company has selected Germany—known as the birthplace of powdered infant formula—for its production.

Chief marketing officer Meika Hollender told TechCrunch that their manufacturing partner uses technology “unavailable anywhere else in the world.”

“A crucial aspect of infant formula, especially regarding its shelf life, is the oxygen exposure during can sealing. U.S. facilities have these processes open to the air. At our facility, however, cans are sealed within an oxygen-free chamber,” Hollender explained.

Nara has secured $32 million in funding from AlleyCorp, BBG Ventures, Corazon Ventures, Gingerbread Capital, and Torch Capital. The company has also garnered interest from high-profile celebrity investors, including tennis legend Serena Williams, actress Gina Rodriguez from “Jane the Virgin,” and creators Erin and Sara Foster from “Nobody Wants This,” among others.

Additionally, Nicky Hilton, the renowned fashion designer and philanthropist, acts as both an investor and advisor.

“I breastfed all three of my children, but they also all relied on formula,” Hilton commented. “Every baby and every parent is unique, as some mothers can’t breastfeed for various reasons. There’s too much scrutiny and unwarranted pressure surrounding breastfeeding… I’m excited to support an innovative brand that’s changing the baby formula landscape.”

With such strong backing, Nara Organics has the potential to become a significant player in the organic formula market, estimated at around $20.7 billion in 2023 and projected to reach $37 billion by 2032.

The formula is now available for purchase on the company’s official website. Customers can choose the starter bundle for $36, which includes 2 cans. Alternatively, they can subscribe for regular deliveries of either 4 or 6 cans every four weeks, priced at $136 or $243, respectively. Each can produces around 25 four-ounce bottles.

The formula can also be ordered through the company’s free mobile app, introduced by Hallam in 2018. This app assists users in tracking important infant care aspects, such as feeding schedules, diaper changes, and tummy time exercises.

As part of its launch, Nara Organics will donate over 1,400 cans of infant formula to the Good+ Foundation, a nonprofit dedicated to ending multi-generational poverty by providing essential items and services to under-resourced parents and caregivers.