Serenity Kids

Serenity Kids is a relatively recent entry to the US premium infant formula market. Founded in 2017 as a baby food company (pouches and meat-based purees), Serenity Kids launched its first infant formula in 2024, an A2/A2 whole milk Stage 1 product that combines structural attributes rarely found together in US-made formula: A2-only β-casein, whole milk fat rather than vegetable oil blend, grass-fed sourcing, and domestic US manufacturing. This profile places Serenity Kids closer to European premium brands (Kendamil, Löwenzahn Biodynamic) than to standard US formulas.

Company snapshot

Serenity Kids' founders: Joe Carr and Serenity Heegel, built the initial baby food line around meat-forward and fat-forward recipes, then applied similar principles to infant formula. The brand's product positioning emphasizes whole-food ingredients, animal-based fats (including whole milk fat), and a consumer-education approach that actively distinguishes itself from the standard US formula category.

What makes Serenity Kids distinctive

Four structural attributes set Serenity Kids apart from most of the US formula shelf:

1. A2/A2 β-casein sourcing

Standard cow milk contains a mixture of A1 and A2 β-casein proteins. Some infants and adults report better tolerance of A2-only milk (though clinical evidence is mixed). Serenity Kids sources milk exclusively from A2/A2-tested herds, matching the A2-only approach of ByHeart (US) and a2 Platinum (Australia).

For a detailed discussion of A2 β-casein, see our A2 β-casein explainer.

2. Whole milk fat (not skimmed and vegetable oils)

Most US infant formulas use skimmed or nonfat cow milk plus a blend of vegetable oils (palm, soy, coconut, safflower/sunflower) to reconstruct the fat composition. This approach is cheaper and allows precise fat profile tuning, but the resulting fat structure differs from whole milk fat.

Serenity Kids uses whole milk fat as a significant fat source, which:

• Preserves native milk fat globule membrane (MFGM) components
• Provides palmitic acid in the sn-2 position naturally (no need for sn-2 palmitate enrichment)
• Eliminates or reduces palm oil requirement in the blend

This approach is shared with Kendamil (UK, organic and classic lines), Löwenzahn (German, Demeter), and Baby's Only Premium A2 (US). See our MFGM explainer for the underlying biology.

3. Grass-fed sourcing

Serenity Kids specifies grass-fed dairy sourcing, cows primarily grass-grazed rather than grain-fed. Grass-fed milk has measurable differences in fatty acid profile (higher conjugated linoleic acid, higher omega-3 content) and is associated with some pasture-based welfare signals. It is not a regulated certification in the US the way "grass-fed" is for beef.

4. US domestic manufacturing

Serenity Kids is FDA-registered under 21 CFR 107 and manufactured in the US. This differs from the European premium brands (HiPP, Holle, Kendamil non-US variants) which require enforcement discretion for US sale. For parents who specifically prefer a US-made alternative with premium European-style structural attributes, Serenity Kids is one of few options alongside ByHeart and Baby's Only Premium A2.

What Serenity Kids does NOT carry

Useful context for parents comparing:

• Not USDA Organic. Despite grass-fed and non-GMO sourcing, the brand does not hold full USDA Organic certification. Parents for whom organic is a threshold requirement should consider Bobbie, Happy Baby, Baby's Only, or European imports instead.
• No prebiotic GOS/FOS blend in the initial formulation (as of 2024-2025 launch period; check current label).
• No probiotic culture.
• No HMO 2'-fucosyllactose included.

This is a deliberate positioning, minimalist ingredient list, fewer additives, whole-food sourcing. Whether this trades off against the functional benefits of added prebiotics or HMO is a matter of parental priority, not clear clinical superiority.

Product line

A2 Whole Milk Infant Formula (Stage 1)

The flagship product. Cow-milk-based, A2/A2 protein, whole milk fat, 0-12 months per FDA 21 CFR 107.

See the detailed SKU record: Serenity Kids A2 Whole Milk Infant Formula.

Toddler Whole Milk Formula (12+ months)

Toddler-specific product for children 12 and months. Not regulated under FDA 21 CFR 107 (which covers only 0-12 month infant formula). The AAP's position on toddler formulas is that they are generally unnecessary for most healthy children transitioning to whole cow milk at 12 months.

Regulatory status

Serenity Kids is fully FDA-registered under 21 CFR 107 for its infant formula. This means:

• Pre-market notification submitted and accepted
• Manufactured at FDA-inspected facilities
• Annual inspection required
• Full US retail distribution permitted

Unlike European imports (HiPP, Holle, Kendamil non-US), Serenity Kids does not operate under enforcement discretion, it is a standard US-regulated infant formula.

For the regulatory framework, see:

• FDA infant formula regulation
• Is European formula FDA-approved?

How Serenity Kids compares

Within US premium / A2 category

• ByHeart Whole Nutrition, also A2-only, also US-made, also premium. ByHeart had a significant November 2025 recall for Clostridium botulinum Type A contamination, 51 hospitalizations across 19 states. See our ByHeart reference hub for the full recall history.
• Baby's Only Premium Dairy (A2): A2-only, whole milk fat, no palm oil. Closest structural match to Serenity Kids A2. See our Baby's Only reference hub.

Within non-organic US premium

• Bobbie Original. USDA Organic, pure lactose carbohydrate, whey-dominant. Not A2-specific.
• Earth's Best Dairy Organic. USDA Organic, broader retail.
• Similac Pro-Advance / Enfamil NeuroPro, large-scale US brands, not A2-specific, vegetable oil blend.

International structural analogs

• Kendamil Organic (UK), closest international match on whole milk fat and no palm oil, but EU-regulated and imported separately.
• Löwenzahn Demeter (Germany), whole milk fat, biodynamic farming, and Demeter certification. Most premium structural profile in the infant formula category.

For cross-brand comparison of whole-milk-fat formulas, see the Atlas filter by no palm oil.

Editorial notes from María

Serenity Kids fills a specific gap in the US formula market: a premium domestic option with European-style structural attributes (A2, whole milk fat, minimalist ingredient list) but without the import complexity of HiPP, Holle, or Kendamil. The tradeoff parents encounter is the absence of USDA Organic certification, which, for families who consider organic a non-negotiable requirement, moves the conversation toward Bobbie, Happy Baby, Baby's Only, or European imports.

The brand is newer than ByHeart and much newer than established European organic lines. Long-term quality consistency, supply chain resilience, and regulatory track record will reveal themselves with time. As a reference-tier profile, Serenity Kids is documented for Atlas completeness; I don't have a specific editorial recommendation either for or against the brand at this stage.

Serenity Kids is not sold by Organic's Best Shop. This profile exists for documentation, not affiliate commerce.

For related structural profiles, see:

• ByHeart. US A2 peer with notable recall history
• Baby's Only Organic — US A2 and Organic peer
• Kendamil: UK organic whole-milk-fat structural analog

Frequently asked questions

Primary sources

1. Serenity Kids, Inc., "A2 Whole Milk Infant Formula — Product Information." myserenitykids.com
2. FDA, "Infant Formula Guidance Documents and Regulatory Information." 21 CFR 107. fda.gov
3. FDA: Infant Formula pre-market notification records for Serenity Kids A2 Whole Milk Infant Formula (2024).
4. USDA National Organic Program, framework context for organic certification comparisons. ams.usda.gov
5. AAP: HealthyChildren.org guidance on infant feeding and whole-milk fat composition. aap.org
6. CSPI / IBFAN: Consumer reports and independent assessments of US premium formula brands.

Related reading

• EU Organic vs USDA Organic compared
• How formula brands compare, buyer framework

This site provides research and comparisons, not medical advice. Consult your pediatrician before changing your baby's formula.