When Bobbie entered the U.S. market in January 2021, it became the first European-style formula to meet FDA requirements and the first new infant formula company to launch domestically in over six years. As someone who's covered pregnancy and parenting topics since 2010, it's rare for something this new to come on the market, so I was curious about what made this formula different (and whether it lives up to the hype).
What Makes Bobbie Different?
Bobbie is a USDA organic infant formula modeled after European formulas but manufactured in the United States. Unlike European imports, it meets FDA nutritional requirements and ships directly to consumers through their website and select retailers including Target and Costco.
Why Parents Were Importing European Formula
Until recently, some U.S. parents turned to European formulas despite the legal risks. The appeal? European regulations often have more restrictive requirements prohibiting corn syrup, limiting sucrose, and requiring DHA.
But importing formula created real problems. Language barriers on packaging led to incorrect mixing ratios, causing babies to become sick from too-thick formula or malnourished from too-thin preparations. Third-party imports also meant no recall notifications, potential bacterial contamination from improper storage, and labeling confusion around allergens.
Bobbie's Ingredient Philosophy
Bobbie contains approximately 20% fewer ingredients than major U.S. formula brands. The formula uses a 60:40 whey-to-casein protein ratio that mirrors breast milk, designed to support comfortable digestion. All carbohydrates come from lactose which is the same sugar naturally found in breast milk.
The formula is made with USDA organic and non-GMO ingredients, including grass-fed milk from Organic Valley's pasture-raised cows. It contains water-extracted DHA to support brain development and includes organic coconut oil and other plant-based oils instead of palm oil.
What's not in Bobbie: corn syrup, palm oil, maltodextrin, gluten, antibiotics, or persistent pesticides.
The FDA Approval Journey
Bobbie's early version faced an FDA recall in 2019 due to labeling concerns. The German-produced formula was being marketed as toddler formula in the U.S., but the FDA felt this was misleading since it was sold as infant formula in Germany. Toddler formulas face less strict regulations than infant formulas.
Rather than fighting the FDA, Bobbie's founders worked directly with the agency's infant formula team to reformulate their product. They partnered with a U.S. manufacturer and revised their recipe to meet all FDA requirements. The product officially launched in January 2021 after receiving FDA clearance.
As of 2024, Bobbie owns and operates a manufacturing facility in Heath, Ohio –the first infant formula plant built from the ground up in the U.S. in over two decades. This gives them full control from production to delivery.
Who's Behind Bobbie?
Co-founders Laura Modi and Sarah Hardy, both former Airbnb executives, started Bobbie in 2018 after experiencing frustration with available formula options. Modi, who struggled with breastfeeding and faced mastitis, was dismayed by the ingredients in store-bought formulas. She named the company after her daughter's pronunciation of "bottle."
Bobbie is currently the only female-founded, mom-led infant formula company in the U.S. The team includes food scientists, regulatory experts, pediatricians, and medical advisors.
The Drawbacks
Price: Bobbie costs approximately $2 per ounce compared to $1.20-$1.40 for mainstream formulas. With a subscription, the price drops to about $1.70 per ounce with inflation-proof pricing and guaranteed supply.
Availability: While Bobbie is now available at Target and Costco, it's not as widely stocked as major brands. If you run out between deliveries, you may have limited local options. However, their subscription model helps prevent this scenario.
Is Bobbie Worth Considering?
For parents seeking a European-style formula that's legally available in the U.S., Bobbie offers a compelling option.
The biggest impact Bobbie could have? Putting pressure on established formula manufacturers to reconsider ingredients like palm oil, soy, and corn syrup in their own formulations.
Learn more: Visit hibobbie.com to explore their products and subscription options.
Related Reading
About the Author: Amy Morrison is a mom of two boys who has been writing about pregnancy and new parenthood since 2010. She brings practical, honest perspectives to help parents navigate the overwhelming world of baby products and parenting advice.
Leave a Comment