No matter how often we view it, it’s always a surprise to see formula makers ignore dads as equal parents. Dads can’t physically breastfeed, but they certainly can formula feed. And they buy formula. A lot of it.

As such, one would think dads should be huge targets for laser-focused marketing that capitalizes on the influence of fathers and formula feeding. Dads could be the primary ambassadors for a product that formula makers could woo in order to assist them in promoting healthy formula feeding.

Nope. Almost every formula manufacturer still disregards dads as parents who feed babies. Take a look at the site revamp of Enfamil, where you’ll find a bit of irony on its Better Together page.

First, it exclaims: “The world outside is full of things that divide us.” Yep, things like websites — and marketing campaigns, hashtags, imagery and menu tabs. In fact, there isn’t much to find that’s inviting on its site for fathers looking for content about the products they’re using to feed their children.

Second, it indicates that “…we are raising the next generation of extraordinary men and women.” Also true. But these eventual extraordinary men will be disregarded upon becoming dads by the very company that celebrates them.

Third, it speaks of “uniting” throughout its website. Um, right. Most of it looks like a divide. Dads are creating, expecting, growing, feeding and nurturing babies every bit as moms, but you wouldn’t know that by looking at the Enfamil site.

Perhaps Enfamil could invite some of its paying customers to talk about their experiences as parents.

Enfamil won’t have to look far. Those customers are the same ones who get up in the night and take on feedings whenever needed. They’re the ones who read nutrition labels and care about exactly what they’re feeding their children. They’re the ones who want support and want to share it. They’re the ones who work at a job that helps to pay for the formula.

They’re dads.