Bobbie (company)

Bobbie is an American infant formula company based in San Francisco, California. It was founded by Laura Modi and Sarah Hardy.

History
Bobbie was founded in 2018 by Laura Modi, an Irish-American who was working as an executive at Airbnb. The idea behind the company came from her difficulty finding suitable baby formula to feed her first infant. Sarah Hardy, a co-worker from Airbnb, also helped establish Bobbie in 2019. Bobbie's infant formula was made with organic ingredients and did not use corn syrup, palm oil, or soy. Modi named the company Bobbie after her infant daughter's pronunciation of the word "bottle."

In May 2023, the company released its second product, an formula it calls “organic gentle”, designed for fussy babies.

The company also operates Bobbie Labs, a research and development hub which invests in research to expand its product offerings.

In July 2023, the company acquired pediatric nutrition company Nature's One, after closing a $70 million Series C funding round.

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. 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.

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.

Ingredients
Bobbie's milk has high DHA content and 60:40 whey to casein ratio, similar to what is found in breast milk. The milk is sourced from Organic Valley milk from pasture-raised cows around the U.S. and is manufactured in Ohio. It is produced and processed in the United States but is also labelled "European-style," due to more restrictive EU formula requirements. Bobbie claims to avoid high fructose corn syrup and palm oil.