Bobbie was founded in 2018 by Laura Modi, an Irish-American who was working as an executive at Airbnb.[2] The idea behind the company came from her difficulty finding suitable baby formula to feed her first infant.[3] Sarah Hardy, a co-worker from Airbnb, also helped establish Bobbie in 2019.[4][5] Bobbie's infant formula was made with organic ingredients and did not use corn syrup, palm oil, or soy.[6] Modi named the company Bobbie after her infant daughter's pronunciation of the word "bottle."[4]
In May 2023, the company released its second product, a formula it calls “organic gentle”, designed for fussy babies.[7]
The company also operates Bobbie Labs, a research and development hub which invests in research to expand its product offerings.[8]
In July 2023, the company acquired pediatric nutrition company Nature's One, after closing a $70 million Series C funding round.[9]
FDA recall and approval
An early version of Bobbie's European-style formula was initially recalled by the U.S. Food and Drug Administration (FDA) in 2019 due to concerns about the product labeling.[10][11] The company revised the formula's labeling and the product became the first European-style formula to meet FDA requirements, and officially launched in January 2021.[12][13]
In February 2022, the company's sales increased when Abbott Laboratories shut down and recalled its formula products, leading to a formula shortage. By July 2022, Bobbie's formula was being carried at Target.[14]
Ingredients
Bobbie's milk has high DHA content and 60:40 whey to casein ratio, similar to what is found in breast milk.[15] The milk is sourced from Organic Valley milk from pasture-raised cows around the U.S. and is manufactured in Ohio.[16] It is produced and processed in the United States but is also labelled "European-style," due to more restrictive EU formula requirements.[13] Bobbie claims to avoid high fructose corn syrup and palm oil.[6]
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