This Cult-Favorite European Baby Formula Brand Is Coming to America

“As innovators and an industry leader in bringing top of the line products to parents for raising kids, we made it our mission to bring Holle stateside.”
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ByNehal Aggarwal
Associate Editor
Published
Mar 2021
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If you’ve perused the international baby formula market in the past few years, you’ve likely heard of Holle. The European brand hadn’t previously been FDA-approved and, therefore, wasn’t sold in America. But it became so popular that many parents used third-party vendors to get their hands on it. Well, here’s some good news: the cult-favorite brand is coming to Whole Foods Markets across the country.

The brand will be distributed through JSG Organics, a distributor of natural food products and the exclusive distributor of Holle in the United States. Holle has been in the organic baby food market for over 85 years, with a mission of offering balanced nutrition through a range of products, including toddler milk drinks, cereals and snacks, as well as fruit and vegetable pouches. The brand, which was founded in Switzerland, is available in over 50 countries, and, starting this month, Holle will be available in American Whole Foods Market stores.

Holle uses ingredients from biodynamic and sustainable farms, and Holle’s Cow and Goat Milk Toddler Drinks boast both nutrition and ease in digestibility. The drinks are non-GMO, pesticide free and have no added sugar, hormones or corn syrup. They offer calcium, iron and vitamins A, C, and D. Plus, recent heavy metal testing of Holle’s products (including the toddler milk drinks) didn’t detect Arsenic, Cadmium, Lead or Mercury.

“We’ve recognized the Holle phenomenon and consumer demand in the United States for many years. As innovators and an industry leader in bringing top of the line products to parents for raising kids, we made it our mission to bring Holle stateside,” Ron Blitzer, CEO of JSG Organics, said in a press release. “We’re passionate about these products and are thrilled to welcome this iconic brand to the states, expanding the Holle footprint and giving families access [to] the highest quality essentials.”

“We are honored to be the first grocer in the U.S. to introduce our customers to Holle Cow and Goat Milk Toddler Drinks,” Caleb Hulsey, Category Manager at Whole Foods Market, also said. “At Whole Foods Market, we are always looking for high-quality products and are excited to expand our baby and toddler category with Holle’s Toddler Milk Drinks.”

The Holle Cow and Goat Milk Toddler Drinks will be available at Whole Foods Market, Amazon.com and HolleUSA.com. The brand’s Organic Purée Pouches and A2 Powder Milk will also be available on Amazon in May. To learn more about Holle, check out the brand’s website.

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