GUIDE
Enfamil vs. Up & Up Formula
Up & Up meets the same FDA nutritional standards as Enfamil and costs 35–45% less. The main difference is Enfamil's MFGM addition — not base safety or nutrition.
Target's Up & Up formula is made by Perrigo, the largest store-brand formula manufacturer in the U.S. Both formulas meet every FDA requirement under 21 CFR 107. This guide breaks down what genuinely differs and what is just branding.
The Honest Starting Point
If you are deciding between Enfamil and Target's Up & Up formula, here is the key fact: both meet the same FDA nutritional standards under 21 CFR 107. The FDA sets minimum and maximum levels for 29 nutrients in all infant formula sold in the United States. Up & Up must pass the same testing as Enfamil.
Up & Up is made by Perrigo, the largest store-brand formula manufacturer in the country. Perrigo also makes Parent's Choice (Walmart), Kirkland (Costco), and Member's Mark (Sam's Club). These are not off-brand products made in unregulated facilities — they are well-manufactured formulas held to the same federal standards as Enfamil.
The $15-per-can price difference between Enfamil and Up & Up reflects marketing, hospital distribution contracts, and proprietary ingredient additions — not a difference in safety or base nutritional quality. Target frequently runs additional promotions that widen the gap even further.
For a broader look at how formula feeding fits into your baby's day, see our baby feeding chart.
| Feature | Enfamil NeuroPro | Up & Up Infant Formula | What It Means |
|---|---|---|---|
| Manufacturer | Reckitt (Mead Johnson) | Perrigo (for Target) | Both are established manufacturers with decades of formula production |
| Protein source | Nonfat milk, whey protein concentrate | Nonfat milk, whey protein concentrate | Same base proteins |
| Fat source | Palm olein, soy, coconut, high oleic sunflower oils | Palm olein, soy, coconut, high oleic safflower oils | Very similar fat blends. Both use palm olein oil. |
| Carbohydrate source | Lactose | Lactose | Same primary carbohydrate |
| Signature ingredient | MFGM (milk fat globule membrane) | None | MFGM has promising but limited evidence of benefit in formula |
| DHA/ARA | Yes, from algal and fungal oils | Yes, from algal and fungal oils | Both include DHA and ARA from similar sources |
| Prebiotics | Polydextrose and GOS | None listed | Enfamil includes a prebiotic blend. Up & Up does not. |
| FDA approved | Yes | Yes | Both meet all FDA requirements under 21 CFR 107 |
| Price per oz (powder) | ~$1.10–$1.30/oz prepared | ~$0.75–$0.90/oz prepared | Up & Up costs roughly 35–45% less before Target promotions |
| Available at | Grocery stores, pharmacies, Amazon, Walmart, Target | Target stores and Target.com | Enfamil available everywhere. Up & Up at Target only, no membership required. |
The Ingredient Differences That Actually Matter
These formulas are more similar than different. Here is where they genuinely diverge.
MFGM: Enfamil's headline
Enfamil NeuroPro includes MFGM (milk fat globule membrane), a complex lipid naturally found in breast milk. Enfamil positions it as supporting brain development. A 2014 study showed some cognitive benefits, but most research is short-term, manufacturer-funded, and measures biomarkers rather than long-term outcomes.
Up & Up does not include MFGM. This does not make it nutritionally incomplete — it means it does not include one specific proprietary addition above the FDA baseline.
Fat blends: nearly identical
Both Enfamil and Up & Up use palm olein oil in their fat blends. Any concerns about palm olein (firmer stools, slightly reduced calcium absorption) apply equally to both. If palm olein is your concern, you would need to switch to a palm-free brand like Similac or Kendamil — switching between Enfamil and Up & Up will not change this.
Prebiotics
Enfamil includes polydextrose and GOS as prebiotics. Up & Up does not include added prebiotics. Prebiotics support gut bacteria development, but formula-fed babies develop healthy gut microbiomes regardless of prebiotic supplementation.
What the Marketing Doesn't Tell You
The FDA nutritional floor is the same for every formula on the shelf. Enfamil's MFGM and prebiotics are additions above that floor — marketing differentiators, not safety requirements.
Enfamil invests heavily in hospital distribution (the sample in your discharge bag was a business deal), pediatrician marketing, and consumer advertising. These costs are baked into every can. Up & Up does not carry those costs, and Target passes the savings through.
Target also makes Up & Up formula more affordable through Target Circle — gift card offers, percentage-off deals, and digital coupons appear regularly. Parents who time their purchases around promotions can save significantly more than the base price difference suggests.
No membership is required to buy Up & Up formula. Unlike Costco's Kirkland brand, anyone can walk into a Target or order from Target.com. This makes Up & Up one of the most accessible budget formula options.
| Product | Typical Price | Cost Per Oz (Prepared) | Monthly Estimate |
|---|---|---|---|
| Enfamil NeuroPro (powder, 20.7 oz) | $33–$38 | ~$1.20/oz prepared | ~$150–$175/month |
| Up & Up Infant Formula (powder, 22.2 oz) | $17–$23 | ~$0.80/oz prepared | ~$100–$120/month |
| Up & Up with Target Circle deals | $14–$20 | ~$0.65–$0.75/oz prepared | ~$85–$100/month |
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Log each bottle in seconds — see daily totals, track which formula your baby is on, and have real data ready for your pediatrician. Especially useful during formula transitions.
Taste, Mixing, and Practical Differences
Beyond the label, here is what parents notice.
Taste: Enfamil and Up & Up taste slightly different. Most babies adjust to a switch within a few days. Mixing the two during transition can help if your baby is hesitant.
Mixing: Both dissolve in water without major issues. Enfamil tends to be slightly smoother; Up & Up can be marginally foamier. A formula pitcher handles any difference.
Target shopping: If you already shop at Target, Up & Up integrates seamlessly. Same-day delivery, order pickup, and frequent promotions make it convenient. You can set up Target subscriptions for automatic deliveries.
Product range: Enfamil offers a wider lineup of specialty formulas (Gentlease, AR, Sensitive, etc.). Up & Up has gentle and sensitive options but a smaller overall range. For most standard formula needs, Up & Up has you covered.
WIC: Enfamil is WIC-eligible in many states. Up & Up WIC eligibility varies. Check your state's approved list if you receive WIC benefits.
When to Talk to Your Pediatrician
Switching from Enfamil to Up & Up should not require a doctor's visit for most healthy babies. However, contact your pediatrician if your baby shows signs of formula intolerance after switching.
Signs to Discuss With Your Pediatrician
- Your baby is consistently refusing feeds or eating significantly less than expected
- Persistent vomiting (not just spit-up) after most feedings
- Blood or mucus in stools
- Significant fussiness that does not improve after 1–2 weeks on a new formula
- Poor weight gain or weight loss
- Signs of allergic reaction: hives, facial swelling, wheezing, or difficulty breathing (seek immediate care)
Most formula discomfort (mild gas, occasional spit-up) is normal and does not require a formula change. Give any new formula at least 1–2 weeks before deciding it is not working. If you are tracking symptoms, bring that data to your appointment.
The Bottom Line
Enfamil NeuroPro and Up & Up share the same FDA nutritional foundation and very similar fat blends. The meaningful difference is Enfamil's MFGM and prebiotic additions — with promising but limited evidence — and a substantial price gap that Target promotions can widen further.
Choose Enfamil if: you value the MFGM and prebiotic additions, your baby is thriving on it, or your WIC program covers it.
Choose Up & Up if: you want to save $50–75 per month, you shop at Target, and your baby has no specific tolerance issues requiring a specialty formula.
Either works well if: your baby is healthy, full-term, and growing normally. Both formulas meet the same regulatory standards.
If you are switching, tracking feeds and symptoms for 1–2 weeks gives you data instead of guesswork. tinylog logs feeds, diapers, and fussiness so you can see whether the switch actually made a difference.
For more comparisons, see Enfamil vs. Parent's Choice, Enfamil vs. Kirkland, and cheapest baby formulas.
Related Guides
- Best Baby Formulas 2026 — An evidence-based guide
- Cheapest Formulas — Options that meet every nutritional standard
Sources
- U.S. Food and Drug Administration. "21 CFR Part 107 — Infant Formula." Code of Federal Regulations.
- American Academy of Pediatrics. "Choosing an Infant Formula." HealthyChildren.org, 2024.
- Timby N, et al. "Neurodevelopment, nutrition, and growth until 12 mo of age in infants fed a low-energy, low-protein formula supplemented with bovine milk fat globule membranes." American Journal of Clinical Nutrition, 2014.
- Koo WW, et al. "Palm olein in infant formula affects bone mineralization and calcium absorption." Journal of the American College of Nutrition, 2006.
- U.S. FDA. "Infant Formula Guidance Documents and Regulatory Information." fda.gov, 2023.
This guide is for informational purposes only and is not a substitute for professional medical advice. Formula recommendations should be discussed with your pediatrician, especially for babies with allergies, reflux, or other medical conditions.