Abbott Nutrition has used ‘#1 Pediatrician Recommended Brands’ claim for Similac on social media and advertising to doctors and planned to add to labeling, but a disclosure doesn’t clarify the statement refers to a combination category and not the product alone, says National Advertising Division.

Else Nutrition will be one of the first companies to market baby and toddler formula and a children’s beverage without dairy or soy while containing a few core ingredients, says CEO Hamutal Yitzhak. Products will debut in North America and Europe in 2020.

Planned IPO of 25% of shares in nutrition business targets unlocking value currently held down by Post's other units. Its competitors in cereal space as well as firms across broader food industry also may determine their acquired nutritional businesses could be higher valued operating separately.

Council of Better Business Bureaus' industry self-regulation arm reviews claims for Mead Johnson's s Enfamil NeuroPro infant formula on challenge by Similac marketer Abbott Nutrition. Recent reviews also include ad claims for children's herbal remedies marketed by Mommy’s Blisson challenged by J&J's consumer business.