Our Story | Bobbie Organic Baby Formula

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we’ve gone platinum celebrating 1m bobbie babies (+ counting) we’ve gone platinum celebrating 1m bobbie babies (+ counting)

we’ve gone platinum celebrating 1m bobbie babies (+ counting)

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Boost That Baby

Organic Probiotic Drops

Help support a calm belly with daily drops of our USDA Organic Probiotics.

Add - $26

Organic Vitamin D Drops

Give your baby a boost to support strong teeth and bones.

Add - $18

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Feeding is a journey.

WE KNOW FIRST HAND

Bobbie Team Feeding Story from Bobbie on Vimeo

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When we needed it most, a trusted and organic infant formula simply did not exist—

let alone a company that supported our feeding choices without judgment or hesitation. So we decided to create it ourselves.

Hi, we're Bobbie! As moms first, you could say our babies made us do it.

“We’re here to help every parent feel supported in their feeding journey—breast, bottle or both.”

Laura & Sarah

co-founders

OUR JOURNEY

2016

It was 10:50pm, under the fluorescent lights of aisle 3…

Exhausted, frustrated, and facing her first bout of mastitis, our co-founder Laura Modi found herself staring at shelves of infant formula steeped in corn syrup, fillers, and palm oil. She left the store, consumed with guilt over buying a product for her baby with ingredients she herself wouldn’t eat.

2018

Bobbie is founded

Laura, now pregnant with her second baby,

left her job and registered Bobbie Baby, LLC—named after what her daughter called her bottle.

She set up shop in the basement of her home in San Francisco, closing Bobbie’s first round of investment just weeks before giving birth.

2019

Getting down to business

Laura rallied friend and “work wife” Sarah Hardy to join the wild ride. Not only intent on creating a better baby formula, Sarah joined Bobbie to build a workplace that ensured parents could truly thrive. They got down to business, building a team of scientists and pediatric nutritionists to develop a European-style recipe for the US market.

2020

Bobbie goes legit.

Locked in with the best-in-class facility– the first in the U.S. to have manufactured organic formula– Bobbie was ready for takeoff! Our manufacturer has been a trusted partner from the jump, and devoted to to shaking up the industry with us.

August 20th, 2020

Fast-forward to August 20th, 2020: Laura, Sarah, and team receive a letter from the FDA, giving Bobbie the green light to launch. We were the first infant formula company to enter the U.S. market in over six (6!) years.

2021

Welcome to the world, Bobbie.

Within a year of launch, Bobbie became the fastest-growing infant formula company to enter the U.S market since the 1980s.

2022

Crisis strikes the formula industry.

Shelves ran dry, and parents nationwide demanded answers to a crisis that should never have happened in the first place. We planted the seeds of Bobbie for Change: partnering with The Breasties, climbing the Capitol Hill to fight for expanded insurance coverage, and launching the Take Our Leave campaign to advocate for parents in the workplace.

But not a single Bobbie parent went without formula. We decided to temporarily halt new subscriptions, guaranteeing deliveries to the families who were counting on us. It was the easy choice, because we made a promise: when you subscribe to us, we subscribe to you.

2022

Bobbie, meet Target!

When inventory on shelves nationwide remained sporadic at best, Bobbie launched in Targets nationwide: the only U.S. formula company to expand to retail during the formula shortage. (You can still find us there today.)

2023

Next-level hell-

raising, and beyond.

Bobbie for Change is born. Our social and policy impact arm announced our partnership with 4Kira4Moms and community birth workers in January, in response to the Black maternal mortality crisis.

Learn More

2024

“We worked our asses off to get here.”

It took two years and lot of late nights to introduce our USDA organic recipe to our modern infant formula manufacturing facility in Ohio.

And now meet our growing family of Bobbie products.

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Our Ingredients Our Ingredients

Safety & Quality Safety & Quality

The Story of Bobbie

Bobbie was founded by moms and is fueled by personal experiences. Beyond our baby formula, we're building a new kind of workplace to support parents, a community of parents and their babies who are advocating for change in our feeding culture. We are here to support whatever feeding decision you make for your children.

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Offer Terms

Discounts must be applied at checkout, cannot be combined with other offers, and cannot be retroactively applied to first time orders. Bobbie reserves the right, in its sole discretion, to (i) vary any and all elements of the promotion at any time without notice to You and (ii) to prevent any individual from participating in this or future promotions.

Subscription Orders

Offer: 10% off of 1st time subscriptions on every order. Applies to all formula types.

Terms and Conditions: Offer applies to all auto-renew orders during your subscription. Does not apply to one-time purchases. One per household. New customers only.

Starter Bundles: Organic Original Infant Formula

. Renews in 14 days to a 4 can subscription ($28 Monthly Savings). Modify, pause, or cancel any time.

Offer: Limit 1 per household.

Terms and Conditions: Valid for new customers. One per household.

Starter Bundles: Grass-fed Whole Milk Infant Formula

Code: STARTER50WM. Automatically applied.

Offer: 50% off of two 14.1oz cans of Grass-fed Whole Milk Infant Formula.

Terms and Conditions: Valid for new customers. One per household.

Starter Bundles: Organic Gentle Infant Formula

Code: STARTER25GEN. Automatically applied.

Offer: 25% off of two 14.1oz cans of Organic Gentle Infant Formula.

Terms and Conditions: Valid for new customers. One per household.

For Starter Bundle purchases only: Bobbie offers a 30-day satisfaction guarantee. If dissatisfied, you may request a full refund within 30 days of purchase date, no return necessary. Limit one refund per Starter Bundle product per customer. Valid only for purchases made directly through hibobbie.com. Void where prohibited. Contact hello@hibobbie.com to initiate refund. Bobbie reserves the right to modify or discontinue this guarantee at any time.

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EXCLUSIVE

Subscribe to join Journeys

Journeys is one of the many perks of a Bobbie subscription.

Start your subscription today to join Journeys, receive, exclusive discounts, and get automated shipping on organic infant formula. Get started with 4, 8, or 10 cans.

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Feed with Confidence®

Feeding is a journey.

WE KNOW FIRST HAND

“We’re here to help every parent feel supported in their feeding journey—breast, bottle or both.”

August 20th, 2020

The Story of Bobbie

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