The market for infant formula has expanded over the past decade and competition is high amongst leading manufacturers to make claims that differentiate their products from others. Ingredients that were previously considered components of specialty formulas are now included in almost all commercially-available formulations and the need for well-substantiated claims is vital, now more than ever. The newborn stage is an especially vulnerable one where critical growth and development processes are occurring. The aim is to ensure that great care is taken in the development and marketing of products intended for infant consumption to create one of the most rigorously regulated food sectors in the world.