Infant formula, so important in drawing the young mother into the store, is also one of the more complex segments in the baby aisle. Not only do retailers generally sell formula at cost, but the category also falls under the state-administered, federally funded Women, Infants and Children program. Through the WIC program, lower-income families receive vouchers for formula and other food products for children. The program is designed to ensure that the nutritional needs of children in these ...

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