Bobbie (company)
 Bobbie logo | |
| Company type | Private |
|---|---|
| Founder | Laura Modi and Sarah Hardy |
| Headquarters | San Francisco, California[1] , United States |
| Products | Infant formula |
| Website | www |
Bobbie is an American infant formula company based in San Francisco, California. It was founded by Laura Modi and Sarah Hardy.
History[edit]
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, an 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[edit]
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[edit]
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]
References[edit]
- ^ Schmidt, Melissa (2021-02-12). "An organic baby formula startup born from a mom's disappointment has hit the market". San Francisco Business Times. Retrieved 2023-03-27.
- ^ Heaney, Katie (June 13, 2022). "This Baby-Formula Founder Considers Herself a Wartime CEO". The Cut. Retrieved 2023-03-27.
- ^ "Bobbie CEO Laura Modi on creating organic infant formula, mission to stop formula shaming". Retrieved 2023-03-27 – via www.cbsnews.com.
- ^ a b Buchanan, Leigh. "How an Infant Formula Startup Survived an FDA Crackdown and Recall at Launch". Inc. Retrieved 2023-03-27.
- ^ Wiedeman, Reeves (August 30, 2022). "Milk Money: The Start-Ups Racing to Shake Up the Baby Formula Industry". Intelligencer. Retrieved 2023-03-27.
- ^ a b "2 moms turn breastfeeding struggles into booming baby formula business". TODAY.com. Retrieved 2023-03-27.
- ^ McGrath, Maggie (May 19, 2023). "Startup Bobbie Proves There's Profit In Baby Formula Despite The Dominance Of Industry Giants". Forbes. Retrieved July 20, 2023.
- ^ Sousa, Rafaela (October 31, 2022). "Bobbie launches R&D hub to enhance infant nutrition". Foodbev. Retrieved July 20, 2023.
- ^ Hall, CHristine (July 12, 2023). "Infant formula company Bobbie takes in $70M to acquire Nature's One". Techcrunch. Retrieved July 20, 2023.
- ^ "How an infant formula startup recovered from an FDA recall". Fortune. Retrieved 2023-03-27.
- ^ "A baby formula startup and the power of failing". Fortune. Retrieved 2023-03-27.
- ^ Medaris, Anna. "American parents are obsessed with 'black market' European-style baby formula — now there's a legal alternative". Insider. Retrieved 2023-03-27.
- ^ a b Reader, Ruth (2022-03-15). "Baby formula-maker Bobbie raises another $50 million". Fast Company. Retrieved 2023-03-27.
- ^ DiNapoli, Jessica (July 12, 2022). "Target to add Bobbie brand infant formula to stores as shortage persists". Reuters. Retrieved 2023-03-27.
- ^ "Cleaning up infant formula: Bobbie sets new standard for the category". foodnavigator-usa.com. Retrieved 2023-03-27.
- ^ Daniels, Melissa (January 9, 2024). "Citing unprecedented demand, Bobbie temporarily limits formula sales". Modern Retail. Retrieved February 20, 2024.