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Advert that reads: "Don't wait too long before you wean your baby." with two storks, and a can of Nestle's baby food
Nestle Ad for Baby Formula (1911).

Advertising begins for infant formula as an alternative to breastfeeding.

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Nestle Ad for Baby Formula (1911).

Advertisements promote formula as more nutritious and/or more "seemly." Fairly quickly, Nestle's brand begins to take the lead in the global marketplace. The word "formula" is derived from "mathematical formula," as chemists argue that they can create the perfect equation of nutrition for infants.