formulas are brands. cow and gate,sma ,milupa the same way for example you can buy avonmore milk or premier .if you look at the ingredients they are the same.the difference lies in the grades or strenghts of each formula ,the heavier ones contain more whey. thats why you have sma gold then white etc and cowngate 1, 2.milupa aptamil.2 thats not to say one particular brand could suit a baby more than the other.milupa have a very good advertising campaign which in there ads makes it looks like its closest to breastmilk!!!!they areall made from ielements ofcows milk so one cant be any closer to breastmilk than the other.just read the back of the formula boxes and except for few so called biotics here and there u will c what i mean. its justa matter of picking one and trying it. so whatever suits.good luck 😀