Loulouka: Everything We Know So Far

Hi everyone! Over the last few days, we’ve had several customers ask us about the new Loulouka baby formula that appears to have recently launched. New formula brands don’t come to market very often, so we were intrigued.

We did some research to learn more about the formula and decide whether it’s something we would recommend to parents and consider stocking. The questions we received had two major themes:

1. What’s in Loulouka? Is the formula high-quality?

2. Who makes Loulouka?

We took a look at both of these, and here’s what we found.

What’s in Loulouka?

Based on Loulouka’s ingredient list, it looks like it shares a lot in common with some of the leading HiPP and Holle formulas, including organic certification and whey supplement. It doesn’t have prebiotics or probiotics, but it does have coconut oil instead of palm oil, which is nice.

However, information on the quality of Loulouka’s ingredients at this point is still just limited to what we can find on their site, so we concluded that further validation from third parties would be necessary before we’d be comfortable making any recommendations.

Who makes Loulouka?

Interestingly, it turns out that it’s not obvious who is actually making the product. As parents, we’d really like to know this sort of thing!

It’s well-documented that HiPP and Holle have both been perfecting organic farming and food production since at least the 1930s, so we conducted a quick research project to find out who is behind Loulouka.

We started with a google search for “Loulouka”, and the top results are all pages on organicstart.com. Organic Start appears to be a retailer of all sorts of different brands of baby formulas including Topfer, HiPP, Holle and Lebenswert. The Loulouka brand is currently featured prominently on the homepage of their site.

But this doesn’t explain who is actually behind its manufacture. Searching for “Loulouka Baby Formula” yields this:

Clicking on that result redirects us to loulouka.nl. The .nl tells us it’s a site from the Netherlands, but as the customers who reached out to us confirmed, there is no “about-us” page on the site, and the contact page is just an email address. The site doesn’t make it clear who actually makes the product.

As a next step, we thought maybe the ingredients list would give us a clue. Reading through the list, the ingredients seem to match Bimbosan, a Swiss formula.

Loulouka ingredient list, from loulouka.nl

Photograph from package of Bimbosan

Pretty similar! However, a search for “bimbosan loulouka” only yields a database for a Swiss organic certification that both hold, which point to a company called Hochdorf that seems like it might be a whitelabeling company for a variety of brands. Interesting, but if Hochdorf is manufacturing Loulouka, why wouldn’t they just specify that on their site?

Our next step was to turn to some tools to help us figure out who was behind the Loulouka site, specifically looking at the WhoIs registration info (a service that shows who owns web domains). However, this search showed that the web registration info for Loulouka was private.

Digging deeper, we looked at historical registration info, where we uncovered our first breakthrough. While the registration info for loulouka.com has been private since 2012, this was the first non-private historical entry, dated 2012-10-22:

We have blocked out the contact information in case the registrant prefers to keep that information private.

Ok! So what does this tell us? Using Radaris, we see that there is one person with this name in the US, and that he also goes by Peter Basios.

Searching instead now for Peter Basios, we find that he is the founder of Organic Start, from this article, and this Facebook post from Organic Start.

So there we go! It looks like Organic Start is actually behind Loulouka.

Our takeaways

In terms of ingredients, Loulouka seems to have a lot in common with some top formulas. In terms of backing, Organic Start seems to be behind it, launching their own formula with a new brand.

For now, while the formula looks interesting, we are going to proceed with caution and wait for some more validation of the quality of Loulouka before we consider stocking it.

We’ll also be reaching out to their team to see if we can learn more about their quality assurance processes and expertise in formula, as well as to understand if they are whitelabeling a product from Hochdorf or making a new one, how they source their ingredients, what type of facility they have, and more.

If you have any additional information on Loulouka that would be helpful for parents evaluating the formula or see any errors in our research above, let us know in the comments below. We’ll be sure to update the article as new information arises!

4 comments

  • M. Richards, you’re the failure lol baby nutrition industry is worth like 70 bln worldwide today and 90 bln by 2024. Pretty smart he found a niche in the market early. I wish I had his triplets (OS customer – I’ve talked with Peter, he’s brilliant and likely very loaded). You find it odd and somewhat creepy that a self-made man who owns a growing baby business selling organic baby formula creates his own? He’s employed over 30 people in his company. Creating American jobs and improving our infant nutrition. Sounds like you’re upset it wasn’t you.

    Isabella Ortiz
  • I just find it odd and somewhat creepy that a man with several failed business ventures is continually going after baby formula?!

    M.Richards
  • Looks like Peter openly verified his role in Loulouka: https://www.instagram.com/p/Bwm3cMVhYGn/ and https://www.facebook.com/organicstart/posts/2172703526354943. In the link @Raj Parker posted from Drimble, it confirms the company was established in Rotterdam, Netherlands NOT Switzerland which explains the .NL domain which was registered via GoDaddy based in Scottsdale, Arizona. That doesn’t suggest the website is based in the US, anyone from any country can register a domain and the WhoIs records will show the registrar location, not the buyer’s location because as everyone knows, Organic Start is based in NY, not AZ. Don’t see where they advertise as a SWISS company, only that the formula is MADE IN Switzerland.

    John Salazar
  • Hi there, I found that Loulouka was manufactured by the same people that make Bimbosan. https://www.easy-cert.com/htm/suchresultat-detail.htm?id=edcbd7a0-629d-489e-9cb8-7bbf4e412d19&db=bio. Also Peter is now the Director of https://drimble.nl/bedrijf/rotterdam/39337146/llk-bv.html which is the company LLK BV which trademarked Loulouka in the United States. Under pharmaceuticals. The bimbosan catalog contains the same graphics as Loulouka’s informational brochure. Additionally, the website for Loulouka is a US based website with a sub-heading in .nl however is also registered in Arizona like organic start. There is also no popup window to denote that Breastfeeding is best thereby proving it is not an EU website as that is required by law. Interestingly, the informational brochure is in ENGLISH and the website is in Dutch but it is supposed a SWISS company which should be .ch not .nl!

    Raj Parker

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