ByHeart’s clean label infant formula targets parents’ “overwhelming” contamination fears

01 Nov 2021 --- Clean label has been one of the most sought-after positionings in recent years, with this trend now ascending into the infant nutrition market.

Notably, ByHeart says its upcoming infant formula is the first in the US to earn “Clean Label Project Purity Award” certification from the Clean Label Project, a non-profit organization that uses data and science to bring transparency to consumer product labeling.

“With the addition of ByHeart infant formula to Clean Label Project’s growing list of certified products, Clean Label Project’s certification footprint now covers birth through adulthood in the US, establishing a foundation for long-term health,” says Jaclyn Bowen, executive director of the Clean Label Project. Selected claims as a percentage of total food and beverage launches tracked by Innova Market Insights in 2020. 

Consumers seek transparency
According to a 2020 Innova Market Insights survey, 85% of global consumers say that product information is of major importance as they want to know what the product contains. 

Therefore, brands are complying with consumer demand for cleaner labels by creating products that are GMO-free, natural, organic and free from additives and preservatives. 

The market researcher also points out that the clean label definition is evolving to encompass a greater variety of claims. These could include those related to human and animal welfare, increased focus on supply chain transparency, plant-powered nutrition and sustainable sourcing. 

In the case of the Clean Label Project, it typically tests for heavy metals (total arsenic, cadmium, lead, and mercury), over 300 of the most commonly used pesticides and plasticizers (including BPA, BPS and phthalates), and other chemicals of concern.ByHeart’s infant formula is expected to launch online later this year. 

Ruling out 500 contaminants
For ByHeart’s formula, the Clean Label Project screened over 500 contaminants, including industrial and environmental toxins.

It ultimately received the “Purity” designation, the highest quality award extended by the organization. It is also pegged as an “important signifier” for parents that the formula has been tested for harmful contaminants such as pesticides and heavy metals and has been certified to meet their rigorous standards.

“ByHeart’s commitment to developing a formula that includes not only highly functional ingredients, but also the cleanest predates the recent congressional headlines on contaminants,” says Hilary Sibert, senior vice president of quality at ByHeart.

Breaking into the market
According to ByHeart, it is set to be the first new entrant to the US market in over 25 years to build its infant formula recipe entirely from scratch.

It incorporates breast milk research and nutrition science to introduce a “no-compromise” formula that’s both highly functional and sourced with “next-to-nature” ingredients.

For example, it includes whole milk and no corn syrup, maltodextrin or soy. 

The company began building its quality assurance and supplier approval programs four years ago. These ensure that each step of the supply chain meets or exceeds the highest industry standards. 

“Our ownership over direct sourcing and manufacturing allows us this rigor,” adds Sibert. 

In July, ByHeart secured US$90 million in series B funding, which followed a multicenter clinical trial for its formula recipe that successfully met all of its endpoints.

An intimate choice
Co-founder Mia Funt emphasizes that the choice of feeding babies is an “incredibly intimate” decision for parents. “This choice – determined by many different personal circumstances – sets the foundation for our babies’ future health.” 

“With all the news surrounding contaminants and pesticides in baby food, choosing what to feed your baby can be scary and overwhelming,” she argues. 

Innova Market Insights also reports a rising trend for free-from positionings in infant nutrition. For example, global launches of infant formulas with a “no additives or preservatives” claim have seen average annual growth of 27% between 2016 and 2020. 

Meanwhile, naturality claims on these products over the same period have risen by an average of 22%.

By Katherine Durrell