For American parents, the baby formula aisle is a strange and scary place. There are many brands, a lot of different cans, and there’s no good way to know which one’s the best.


That might not seem like a huge deal, but tiny bodies are very sensitive. There’s a lot of concern in the medical community, especially outside the US, that genetically modified ingredients (GMOs), pesticides, and herbicides can all have an effect on a baby's body, particularly their nervous systems and brains.

For this reason, many American parents turn to European brands of formula to get organic, high-quality food for their little ones.

The two best-selling brands are HiPP and Holle. The biggest question is, which one should you get for your infant? In this short blog, we’ll take a look at them side-by-side to help you decide.



There are several reasons for American parents to look to Europe for baby formula. There are two very significant problems that many parents have: ownership and sugar.

  1. OWNERSHIP - The owners of the largest baby formula brands in the US aren’t food companies but pharmaceutical companies. Since they specialize in drugs, not food, their formulas tend to read like a list of chemical additives, not food-derived nutrition.
  2. SUGAR - A look at the ingredients on, for example, Similac NeoSure, a US formula brand, shows the second ingredient as “corn syrup solids.” In other words, sugar. Since it’s not actual sugar but a corn syrup-derived sweetener, it doesn’t have to be listed as a sugar, but that’s exactly what it is. European brands use lactose, the sweetener that’s in human breast milk, rather than a cheaper, artificial sweetener.


Both HiPP and Holle are certified organic by the European Commission. This is part of the EU government that’s tasked with guarding the safety and purity of foods, drugs, and other things in the EU. Like the Food and Drug Administration in the US, it tends to have stricter standards, especially where organic definitions are concerned.

Both Holle and HiPP are certified organic, contain no GMOs, and provide transparent information on the sourcing of ingredients.

All Holle formulas are EU-certified organic. They are also Demeter Biodynamic Certified, a certification for biodynamic farming. This is a more in-depth certification that takes into account animal welfare, biodiversity, ecosystem preservation, and more. Combined, Holle meets the most stringent standards in the world for “organic” and “natural” formulas.

HiPP is EU-certified organic, except for a few speciality formulas. Because their sensitivity formulas contact protein hydrolysates and this ingredient is not available in an organic form, those formulas aren’t 100% organic. Every other ingredient in the formula is organic, so they are still very high-quality formulas.


Both of these formulas use added protein to raise the protein profile to the level that your baby needs.

Breast milk is 40% casein protein and 60% whey proteins, whereas cow’s milk is 80% casein and 20% whey proteins. Formula companies add whey protein to balance it out. Because casein proteins can be difficult to digest, sensitive formulas use 100% whey protein.

Holle uses a goat’s milk base. This is because it’s easier to tolerate than cow’s milk for many babies. The proteins are smaller and more easily digested. Holle adds goat’s milk whey to its formula to bring the protein content to the level of breast milk.

HiPP uses cow’s milk and also adds whey protein to bring the protein ratio up to that of breast milk. Their Hypoallergenic formula uses hydrolyzed milk protein to reduce possible reactions in babies. Their Anti-Reflux formula uses 100% whey protein, which is a little easier for babies to digest.


For 2020, European requirements changed and manufacturers need to add DHA, ALA, and ARA to their formulas. These fatty acids are important for your baby’s brain development, among many other things.

Both Holle and HiPP have begun adding fish oil- and vegetable oil-derived fatty acids to their formulas.

HiPP has changed its formula to include DHA, choline, vitamin D, and other micronutrients. The ratio and ingredients vary by stage, with more varied fatty acids in the earlier stages, with more DHA included in later stages.

Holle uses fish oil to provide long-chain fatty acids in their cow’s milk formulas and algae-derived oils for their goat’s milk formulas. Now their formulas have DHA, ALA, and LA to provide better levels of nutrition.

Both brands meet the new stricter, more detailed guidance put out by the European Commission. Of course, all ingredients are 100% organic.



Converting from metric (milliliters) to imperial units (ounces) can be difficult.

Once you make the conversion, you find that the European brands are, on average, only about $0.05 more per ounce than their American competitors. Because you might have to pay shipping, this price can change, but it’s still not too far outside the grasp of most parents, particularly since it’s usually only for a year or so of baby’s life.



Deciding between these two formulas can be difficult. They are both very high-quality, typically much higher than most American brands.

Both are organic and are designed to be as close to breast milk as possible.

Holle uses goat’s milk in many of their formulas because it’s closer to breast milk. HiPP offers cow’s milk, but it is also very digestible.



The choice is personal: Goat’s milk or cow’s milk, prebiotics or not, etc.

In truth, both products are far superior to their American counterparts, even if only for the fact they're organic. Both provide complete nutrition and health.

In fact, there’s really no way to go wrong with either HiPP or Holle. It’s a matter of trying the two and seeing which brand baby likes best.


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Are you still feeling a little unsure? A parent's formula-feeding journey is so personal, unique, and can be challenging. We at OBF24 are proud to have a team that can help guide you along the way. We typically answer your email within a couple of hours. Get in touch