Fed up with brands that use corn syrup and skim milk, this mother developed her own ‘clean’ baby formula

When Esther Hallam welcomed her daughter, Nara, into the world, she faced the challenge of searching for trustworthy brands that offered high-quality organic infant formula in the U.S. 

Despite being available for nearly 160 years, the quality of infant formula options in the U.S. is still lacking, she believes. Many manufacturers opt for skim milk to cut costs, which allows them to add oils to meet nutritional requirements. Several formulas contain palm oil, soy, and corn syrup, which aren’t recommended for infants due to their potential health risks.

For instance, research has linked corn syrup to an increased risk of obesity, while palm oil has been shown to decrease calcium and fat absorption.

“I became fixated by the fact that there wasn’t a good, organic infant formula that I trusted, that I wanted to feed my daughter in the United States, which is 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 the help of scientists and pediatric nutritionists. 

Today marks the official launch of Nara Organics, which meets both European and U.S. safety standards, and is FDA-registered and USDA-certified. Most importantly, the formula is free from palm oil, soy, corn syrup, maltodextrin, and genetically modified organisms (GMOs), providing a clean option for conscientious parents looking to nourish their babies with the best possible ingredients.

Nara Organics claims to have the highest percentage of milk fat of any formula sold in the U.S. It also has the lowest percentage of plant-based oils, as the use of whole milk means that less oil is needed to achieve the correct fat content. The ingredient list on the package includes an “organic vegetable oil blend” made up of organic sunflower, coconut, and rapeseed oils, which provide essential fatty acids that support healthy development.

While there are several brands with organic formulas, such as Bobbie and ByHeart, these products are manufactured in the U.S.

In contrast, Nara Organics chose not to produce its formula in American facilities, potentially due to previous issues with Cronobacter contamination, a germ that can survive in dry foods. In recent years, there have been several recalls of baby formula linked to outbreaks of Cronobacter.

This is why the company prefers to manufacture its formula in Germany, which just so happens to be the birthplace of powdered infant formula. 

Chief marketing officer Meika Hollender explained to TechCrunch that the company’s manufacturing partner utilizes technology “that doesn’t exist anywhere else in the world.”

“A critical piece of infant formula, in terms of its shelf life, is how much oxygen gets into the can while you’re sealing it. So if you go to facilities in the U.S., they’re open. When you’re filling, canning, and sealing the can, they’re just sort of out in the open air of the facility. And at our facility, the cans actually go into this chamber that has no oxygen in them,” Hollender said.

Nara has secured a total of $32 million from AlleyCorp, BBG Ventures, Corazon Ventures, Gingerbread Capital, and Torch Capital. Additionally, the company has attracted attention from high-profile celebrity investors, including tennis superstar Serena Williams, “Jane the Virgin” actress Gina Rodriguez, and the creators of “Nobody Wants This,” Erin and Sara Foster, among others. 

Nicky Hilton, fashion designer and philanthropist, is also an investor and advisor.   

“I breastfed all of my three children, but they also all had formula,” Hilton told us. “Every baby and parent is different, and not all mothers are able to breastfeed due to medical, physical, or personal reasons. I think there’s so much judgment and unnecessary pressure about breastfeeding… It’s really exciting to be a part of an innovative brand that is disrupting the baby formula market.”

With this support, Nara Organics could position itself as a key player in the organic formula market, which was valued at approximately $20.7 billion in 2023 and is expected to reach $37 billion by 2032.

The formula is now available for purchase on the company’s website. Customers can choose the starter bundle for $36, which includes two cans. Alternatively, they can sign up for a subscription that delivers either four or six cans every four weeks, priced at $136 or $243, respectively. Each can makes about 25 four-ounce bottles.

It also can be purchased through the company’s free mobile app, which Hallam launched in 2018. The app is designed to assist users in tracking essential aspects of infant care, including monitoring baby feeding times, keeping a log of wet and soiled diapers, and tracking tummy time exercises.

As part of its launch, the company is donating over 1,400 cans of infant formula to the Good+Foundation, a nonprofit organization working to end multi-generational poverty by supplying essential items and services to under-resourced parents and caregivers.