Baby Feeding

Formuland Review [2020] |Is Reliable?

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European formula brands are becoming more and more popular with American consumers, particularly the organic options. Since they aren’t available in the USA, as they aren’t approved by the FDA, American parents are going out of their way to purchase these products through online websites.

Formuland is an American website where you can purchase European brands of formula online. They also sell baby rice and cereals, as well as moisturizers and baby lotion. The products are shipped from the UK and Germany to the USA and then dispatched to the customers from California.

Formuland has been talked about a lot on online forums recently, with parents  questioning whether the website and their products are legitimate, so we thought we would put our detective hat on today, and investigate Formuland.

We will take a detailed look at the pros and cons of using Formuland, as well as looking at customer reviews and alternatives to Formuland, to help you decide which is the most reliable place to buy your European organic baby formula.

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Why are Americans Buying European Formula Brands?

regular vs non-gmo infant formula

Good question. There are actually a few reasons why Americans prefer to buy their organic baby formula from Europe, so let’s take a look.

  • Better Farming Practices. Europe is known for having excellent ‘biodynamic’ organic farming conditions, where everything from the soil that the grains are grown in, to the welfare of the animals is considered. No GMO’s, chemical pesticides or fertilizers are used, so you can be sure that these nasties won’t have found their way into your baby’s milk.
  • EU Regulations for Baby Formula. The European Union has stricter regulations on ingredients used in baby formula than the American FDA. It doesn’t allow the use of certain ingredients such as Carrageenan, which may not be safe, and sweeteners like corn syrup, granulated sugars, glucose, and fructose and other nasty ingredients which can be found in American formulas. Instead, European formula typically use lactose as a sweetener, which is naturally found in milk, and much healthier for babies tiny tummies.
  • Probiotics and Prebiotics. European formulas typically contain probiotics or prebiotics (or both) to help maintain gut balance for your baby. This can help stop constipation and diarrhea by making sure the good bacteria in your babies gut is thriving. American brands are starting to catch up with Europe in the use these ingredients, but still, not all brands have yet, so make sure you check the ingredients for these if you are buying American brands.

Formuland Review: Should You Buy European Baby Formula From Formuland?

At first glance, it is clear that Formuland has a wide range of high quality, organic European formula brands available. They offer free shipping for orders over $100, and they ship items the same day if ordered before 12 pm, and the next day if ordered after.

Items are shipped from California and standard shipping normally takes 3-5 business days. Formuland don’t accept returns, but if your order is damaged or incorrect they will replace it for you, or refund your payment if the item is no longer available.

It’s quite hard to get in touch with the management at Formuland. They do not have phone support, so you can’t just give them a call if you have a problem or question about your order.

There is also no email address on the website, instead, you have to fill in a contact form and (hopefully) they will get back to you. There also isn’t much information about the company, just a few lines on the ‘About Us’ page, but no story behind the company and nothing personal to tell you who is behind the brand.

It’s always a little concerning when a company has little or no social media presence. Formuland does face a Facebook page, but it is clear that the owners do not spend much time interacting online with their customers. Their last post was from 2015, and we can see that they have not answered many customer questions or replied to all of the comments.

In the community section of their Facebook page there are a couple of enthusiastic reviews, but an equal amount of customers asking how they can get in touch regarding their order, with no replies from Formuland. They don’t appear to have any other sort of online presence such as Instagram or Twitter, where parents might be able to contact them.

Save 10% on European Formula offers some of the LOWEST prices and best SELECTION of organic European baby formula. They have generously offered our readers and additional 10% OFF orders with code THEBABYSWAG at checkout! Claim 10% Off Save 10% on European Formula We earn a commission if you click this link and make a purchase at no additional cost to you.

Brands Sold by Formuland

Formuland carries a wide range of organic European baby formula brands, including:

As well as organic baby formula, you can also find baby foods such as baby rice, porridge and cereals from Hipp, and Holle.

Pros and Cons of Formuland


  • Wide range of European formula brands available
  • Shipping in 5-7 days
  • Organic products
  • They sell both Goat milk and Cow’s milk formulas


  • They do not stock Loulouka or Topfer
  • High minimum order of $100 to qualify for free shipping
  • The owner of the website is using a service to hide their identity
  • Their website doesn’t have many reviews on other sites
  • Difficult to contact
  • No online or social media presence apart from a facebook page

What Customers Are Saying About Formuland

There aren’t many customer reviews of Formuland. There is only one review on Yelp, which gives one star due to the fact that the customer writing the review believes that Formuland are not purchasing their formula from authorized distributors, and could potentially be counterfeit.

Facebook reviews are few and far between, with customers saying:

  • Amazing customer service, FedEx lost a package and it was replaced very quickly
  • The package always arrives on time, is always well wrapped and always with a little bonus
  • Great customer service and quick delivery
  • Customers can’t get in touch to talk about an order
  • The order was late and the customer could not get in touch with the company

Top Formuland Alternatives | Other Options for European & Organic Formula

If you are looking for an online shop to buy European organic baby formula, there are a number of other websites available. We are going to review each of them to see if any of them are better than Formuland, so you can be sure you are buying your products from the most reputable retailer.

#1 MyOrganicCompany is one of the best designed European baby formula sites out there. They don’t have the widest selection, but they DO carry the essentials and service them well. As the name suggests, they are almost exlusively dedicated to organic baby formula.

Formula Brands Sold by Buy Organic Formula

Pros and Cons of


  • They typically have the lowest prices at or below competitors
  • They offer bulk discounts
  • They sell both Holle cow and goat milk formula
  • They have an easy to use website
  • They have excellent and responsive customer service
  • They have generously offered 10% off coupon for our customers, just use code THEBABYSWAG at checkout


  • They are relatively new to the market


Huggable is an online marketplace for baby formula and food. They stock a almost all the SKUs of Holle, Hipp and Lebenswert. While they don’t carry as many brands as some, they carry the most popular and are almost almost in stock and ship on time. They offer free shipping for orders over $25, and same day shipping to the NYC area.

Formula Brands Sold by Huggable

  • Hipp
  • Holle
  • Lebenswert

Pros and Cons of


  • They sell the two most popular European formulas, Hipp and Holle
  • They sell both cow’s and goat’s milk formulas (Holle brand)
  • Exclusively focused on organic formula
  • Free shipping over $25
  • Same day shipping to NYC
  • Great reviews on Google
  • Good social media presence
  • Good customer service


  • They do not stock Bambinchen, NannyCare, Loulouka, Kabrita or Aptamil

What Customers Say About Huggable

  • The most affordable option for buying European formula
  • Safe and reliable site to order from
  • Quick and easy to order from
  • Great products

Huggable has over 97% (4.5 stars out of 5) positive reviews on google, and we could not see any negative reviews, it’s clear that this website is a hit with parents looking to order European organic baby formula.

#3 Organic Start

UPDATE: As of July, 2019 Organic Start has temporarily suspended their formula operations due to enhanced regulatory oversight. It’s hard to say for sure what happened, but it looks like they may have been audited by USDA or similar and the EU nutritional labeling wasn’t recognized (even if it’s supposedly more rigorous). Instead, try MyOrganicCompany here OR here.

Organic Start was founded by parents of triplets, who discovered that there were no good organic American brands of formula available, as they all contained ingredients that they themselves wouldn’t eat, never mind give to their babies! After realizing how difficult it was to buy the better European formula brands, they decided to take things into their own hands and Organic Start was born.

Organic start has a huge range of formulas available, as well as other types of baby food, organic clothes and toys, and baby care items. In short, this website has pretty much organic baby product you might need! They offer free shipping on any size order in 1-3 days.

Formula Brands Sold by Organic Start

  • Hipp
  • Holle
  • Lebenswert
  • Nanny Care
  • Loulouka
  • Topfer
  • Kabrita

Pros and Cons of Organic Start


  • They sell all of the most popular European formulas
  • They sell both cow’s and goat’s milk formulas
  • Wide range of other foods available including food pouches and cereals
  • Babycare products available
  • Free ‘Rush’ Shipping, in 1-3 days
  • Great reviews
  • Good social media presence
  • Good customer service
  • They have a wholesale website for if you want to order in bulk


  • They do not stock Bambinchen or Aptamil

What Customers Are Saying About Organic Start

  • The best of the best
  • Fast shipping
  • Great Customer service and excellent products
  • Great range of products
  • Good value

Organic Start have over 100 5-star customer reviews on their facebook page, with no negative comments. This company is very transparent and visible on social media, and are clearly making customer experience and customer service their top priority.

#4 Organic Baby Food 24

Organic Baby Food 24’ is a company based in Germany that ships organic baby products to other countries, including the USA. The company is founded by parents who believe that everyone has the right to access the best organic baby formula, wherever they are located in the world.

As well as formula, they also offer organic baby cereals and packets of baby food. You can also purchase organic baby care products such as creams, oils, and lotions.

Formula Brands Sold by Organic Baby Food 24

Pros and Cons of Organic Baby Food 24


  • Very good value
  • Great customer service
  • Trusted brand
  • Great customer reviews
  • The company uses 100% green energy
  • Ethical and eco-minded company


  • Shipping costs are higher as everything is shipped for Germany
  • Shipping is slower because it’s from Germany

What Customers Are Saying About Organic Baby Food 24

  • Reliable company
  • Very efficient and quick
  • Great customer service
  • Responsible and trustworthy

Organic Baby Food 24 has 5-star reviews on Facebook and 4.88 out of 5 (excellent) score on Trusted Shops.

The Verdict: Is Formuland Really the Best Option?

After reviewing Formuland, I have decided that it’s not a BAD option, but there ARE better stores out there to try.

It was concerning to see a yelp review which stated that the company could not verify their supply chain. This is so important for a company to be able to do, especially when it is selling products that will be consumed by infants.

It’s also odd that there is no contact number on the website, which doesn’t give you much confidence when entering your credit card details online. Formuland seems like a company who just wants to sell products but does not care about their customers. It would be very easy for them to fix this, so let’s hope that one day they do.

All three of the other companies we looked at as alternatives were great options. They are all founded by parents, who are proud of what they do and stand behind their brands. All of these companies use social media to build confidence and loyalty with their customers, which is why they all have such great reviews and loyal customers.

What I will say in favor of Formuland is that they have a WIDE selection of European formulas as seen here AND tend to have good bulk ordering discounts.

Although these brands are all great, our favorite option is MyOrganicCompany here (save 10% with code THEBABYSWAG) OR – if they don’t have your formula – check out here.

Recommended Reads:

The Formuland Review [2019] | A Trustworthy Place to Buy Formula Online?


  1. TD July 24, 2019

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