The next-generation baby formula brand introduces a first-of-its-kind 24/7 parenting hotline with celebrity parents answering real questions unfiltered

ByHeart, the next-generation baby formula brand, today announced the launch of The Formula That Answers, a bold new brand campaign designed to support parents through one of the most universal (and sometimes chaotic) experiences of early parenthood: endless questions.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251006647323/en/

ByHeart YOUUP Hotline

From “Is my baby’s poop normal?” to “Am I doing this right?” new parents face a swirl of uncertainty, late-night Googling, and conflicting advice. ByHeart is stepping in with clarity — and a little humor. The campaign introduces the YOUUP Hotline, a 24/7 text line where parents can submit their biggest, weirdest, or most burning parenting questions to be answered by celebrity parents.

Headlining the campaign are Lance Bass (musician, television personality, and father of twins), Trae Young (Atlanta Hawks point guard and father of two), and Mayci Neely (mom of three and cast member of The Secret Lives of Mormon Wives). Together, they’ll invite their communities to text the hotline and receive candid, personalized video responses.

"We're a company for parents, by parents—so we've not only seen all the craziest questions, but have asked them ourselves," said Mia Funt, Co-Founder and President of ByHeart. "Creating a campaign that taps into that universal experience of early parenting was an opportunity for us to not only bring some levity to a sometimes stressful situation, but to let parents know that if anyone gets it, we do."

The campaign also highlights what makes ByHeart unique:

• One Formula, All-In-One Benefits: While many brands crowd the aisle with multiple SKUs, often creating more confusion than clarity, ByHeart makes just one meticulously developed formula, so that parents don’t have to compromise.
• Patented Protein Blend: ByHeart’s Whole Nutrition Infant Formula features a closest-to-breast-milk patented protein blend with alpha-lactalbumin and lactoferrin—the two most abundant proteins found in breast milk.
• Recognized Closest to Breast Milk: Thanks to its patented protein blend, ByHeart has been named “Best for Breastfed Babies” by three leading publications.¹
• Science-Backed: ByHeart conducted one of the largest clinical trials by an infant formula company in the past 25 years—peer-reviewed and published in a prestigious medical journal. The study showcased ByHeart’s clinically proven benefits, such as easy digestion, less spit up,² and softer poops.³
• Certified-Clean & High Standards: Made with organic, grass-fed whole milk, ByHeart is the first U.S. brand to earn all three prestigious Clean Label Project certifications. It is also made without corn syrup, palm and soy oils.
• Innovation in Format: ByHeart recently introduced the Anywhere Pack™ — an innovative, travel-friendly format that makes feeding on the go simple and stress-free. No pre-measuring, no leaking bags, and no complicated prep — it’s designed so any caregiver can confidently prepare a bottle anytime, anywhere.
• Made in the U.S.:⁴ ByHeart owns and operates facilities in Pennsylvania, Oregon, and Iowa, reshaping trust and resilience in a fragile industry.

The Formula That Answers campaign will run across digital, social, and influencer channels beginning October 6, with the YOUUP Hotline open for submissions through October 13.

For more information about ByHeart's Whole Nutrition Infant Formula and The Formula That Answers campaign, please visit https://byheart.com.

About ByHeart

Founded in 2016, ByHeart is a next-generation infant nutrition company dedicated to bringing parents the best in breast milk science, quality, and transparency. As one of the only fully integrated, FDA-registered baby formula brands in the U.S., ByHeart controls every step of the process—from ingredient selection to manufacturing—ensuring uncompromising quality and nutrition. ByHeart’s Whole Nutrition Infant Formula is made in the U.S.,⁵ certified clean by the Clean Label Project, and backed by a clinical trial showing it is easy to digest—with less spit-up, softer stools, and more efficient weight gain.⁶ ByHeart is available at ByHeart.com and in nearly 12,000 retail stores nationwide, including Amazon, Kroger, Walmart, Whole Foods, SamsClub.com, and more.

View source version on businesswire.com: https://www.businesswire.com/news/home/20251006647323/en/

ByHeart Baby Formula Tackles Parenting Chaos with Wit and Wisdom in new Campaign Featuring Lance Bass, Mayci Neely, and Trae Young