The best milk still from the mom, if you can supply breast feeding for 2 years. Today many mom choose to feed with formulate for various reasons. When they choose to give on shelf milk they will choose formulate milk best for their kids even is expensive. actually normal milk for new born baby is ok, unless the baby have some problem with doctor advice. you will feel some pitch after sometime. back to your issue I suggest try give some reasons forget to buy, shop is close blaxxxxx try not to use milk schedule time,make them really need milk and they don't have choice. I did to my daughter swab from formulate to full cream by Fern. good luck