We understand your frustration, Ash. We apologize for the inconvenience this price increase has caused. Unfortunately, the increase has affected formula makers across the country, including Member’s Mark. Please know that reflected in this increase are premium advancements to the formula, now including multi-HMO prebiotics to help support the immune system of infants. With these advancements, Member’s Mark is able to provide a store brand option comparable to the nutrition found in Similac Pro-Advance. We are committed to help ensure availability to our infant formula products and hope to remain a trusted part of your growing family. We sincerely thank you for your understanding.