Advantage Premium Powder Infant Formula - 36oz - up&up™
$32.99 ($0.92/ounce)
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- $49.38($1.11/ounce)Value Bundle4.4 out of 5 stars with 41 ratings
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- $8.41($0.27/ounce)reg $9.89 Sale4.5 out of 5 stars with 148 ratings
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Guests are saying
The Up & Up Advantage Premium Powder Infant Formula offers a cost-effective alternative to name brands, providing essential nutrients similar to breast milk. Many guests appreciate its easy mixing and large packaging, which lasts longer. While some experienced issues with smell and occasional tummy troubles, the majority found it gentle on their baby's stomach and effective for feeding. This formula is a solid choice for parents seeking quality nutrition without breaking the bank.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.1 out of 5 stars with 484 reviews
easy on tummy: 4.13 out of 5
easy to prepare: 4.46 out of 5
quality: 4.04 out of 5
value: 4.03 out of 5
68% would recommend
202 recommendations
3 out of 5 stars
27 October, 2026Verified purchase
Stop changing the price!
My baby loves the formula but I am tired of the price bumping up and down constantly. Whats the issue??
1 out of 5 stars
26 October, 2026Verified purchase
(no review title)
My baby tolerates this formula so well and has saved us a ton of money. But why did the price increase so much!? Come on target. The first time I purchased this it was on sale for $20, regular price was $23.98. now it’s $32.99. LOWER IT BACK
2 out of 5 stars
Thumbs down graphic, would not recommend
26 October, 2026Verified purchase
(no review title)
Why is the price going up? I bought it first week of October and now every week this month it’s going up. It went from 23.99 to 38.99 in 3 weeks
4 out of 5 stars
Thumbs up graphic, would recommend
23 October, 2026Verified purchase
Price increased by $9 in 17 Days??
Love this formula but I bought a container on October 6th at regular price which was $23.99. By the time I’m writing this review, which is only 17ish days later the price went up by $9 a can. Seriously? It’s still a cheaper option but raising the price by that much in a matter of such a short time is wild.
1 out of 5 stars
17 October, 2026Verified purchase
Shame on Target
Target should be ashamed of themselves for raising the price on this by $8. They didn’t even take down the old tags. Just because it’s cheaper than Similac doesn’t make it right to increase by $8. You’re making it more expensive to feed babies and I’m CERTAIN your cost didn’t go up by $8 on an already highly margin heavy item. Absolutely despicable.
5 out of 5 stars
Thumbs up graphic, would recommend
14 October, 2026Verified purchase
Great alternate!
Just like Similac, but cheaper, it’s probably just rebranded ,, absolutely love so get it and save you some MONEY$$$$
5 out of 5 stars
Thumbs up graphic, would recommend
30 September, 2026Verified purchase
(no review title)
Baby tolerated this one so much better. She poops regular now. Will be buying again
1 out of 5 stars
28 September, 2026Verified purchase
(no review title)
Diarrhea
From the Product Manufacturer team
We are sorry to hear about your experience with the . We take customer service concerns very seriously and are committed to providing our customers with high quality products. We strongly encourage you to contact our Contact Center Team at 800-272.5095 or via email by going to www.perrigo.com/contact-us and reference case number <2202700>. We look forward to addressing your concerns and hearing from you!
26 days ago
4 out of 5 stars
22 September, 2026Verified purchase
(no review title)
Why does the price keep going up and down by $10?
5 out of 5 stars
Thumbs up graphic, would recommend
13 September, 2026Verified purchase
(no review title)
In case you don’t watch the video, here are the main points! We switched my son from breast milk to formula and have been really happy with this one! He was born premature, so I checked with his pediatrician before switching and she was totally fine with us using it. He’s continued growing great and seems to do really well on it. There was definitely a little adjustment period at first. We had some extra spit-up and his poops changed a bit, but after some time his belly seemed to figure it out and things settled down. I make formula ALL day long at this point 😂 and this is really easy to work with. It mixes nicely and I haven’t had issues with clumps. I usually make a batch in a formula pitcher and weigh the powder instead of using the scoop, which makes the whole process super easy for me. I also switched to formula partly for my own mental health, and I’m genuinely so happy with where we ended up. My baby is fed, growing, and doing great, I feel good about what I’m giving him, AND it saves us some money compared to the name brand. Big win over here. We’ll definitely keep buying it!
1 out of 5 stars
Thumbs down graphic, would not recommend
4 September, 2026Verified purchase
PRICE WENT UP $10
PRICE WENT UP $10 for store brand formula?!?!?
1 out of 5 stars
13 August, 2026Verified purchase
Raised the price
Raised the price for just ok formula
5 out of 5 stars
Thumbs up graphic, would recommend
11 August, 2026Verified purchase
(no review title)
This is the best value of formula I have ever found. My daughter does great with it
5 out of 5 stars
11 August, 2026Verified purchase
(no review title)
Great formula! Great price
5 out of 5 stars
Thumbs up graphic, would recommend
14 April, 2026Verified purchase
Good Formula and Affordable
Luckily my baby didn’t have any issues switching from Similac to this Formula, works perfectly and more affordable.
2 out of 5 stars
Thumbs down graphic, would not recommend
18 March, 2026Verified purchase
terrible smell that could to everything it touches
terrible smell it's on baby's clothes, breath, bottles. We used to always use this formula since it was the same as Similac or Enfamil just in generic packaging but we can't handle the blue or yellow packaging anymore. the smell sticks to everything and it's fishy. We kept thinking there was mold on our son's bottles but it was the formula itself.
From the Product Manufacturer team
We are sorry to hear about your experience with the Advantage Premium Powder Infant Formula. We take customer service concerns very seriously and are committed to providing our customers with high quality products. We strongly encourage you to contact our Contact Center Team at 1.800.272.5095 or via email by going to www.perrigo.com/contact-us and reference case number 2142618. We look forward to addressing your concerns and hearing from you!
7 months ago
5 out of 5 stars
Thumbs up graphic, would recommend
23 February, 2026
Yes - Good Formula
Comparable to name brand and at a better price. I exclusively formula feed my 7 month old. I started her on Similac Advance when I was getting Similac coupons in the mail. I then had to find a more affordable option and switched to store brand Advantage Premium. My baby switched with no issues. She finishes her whole bottle and has never had any issues with digesting this. She is healthy and meeting all developmental milestones. The packaging has been good and the product is a good consistency for mixing even in room temperature water.
5 out of 5 stars
Thumbs up graphic, would recommend
15 February, 2026
Everything I Was Looking For Nutrition Wise When My Supply Dried Up.
Great Value and absolutely comparable to the name brand. My supply dried up due to health issues and stress on my body so I went down the rabbit hole trying to find healthy options to keep my baby fed with nutritionally dense options. Having this at my local target was a life saver. I appreciate the ease and quality of the generic formula.
5 out of 5 stars
Thumbs up graphic, would recommend
15 February, 2026Verified purchase
(no review title)
My infant has no issues with it. It’s great for combo feeding.
5 out of 5 stars
Thumbs up graphic, would recommend
11 February, 2026Verified purchase
1000% Recommend
This is by far the best formula on the market. The value is incredible and my baby loves it! Great job target for providing such a great product 👏