Shopping Bag

Let’s Talk About the Elephant in the Room.
We Sell Formula.
A Mom's Minute | 2:53

WE KNOW that formula is a contentious, emotional, stigmatized product that has a checkered past.  We are not naive to the history of large corporations using predatory practices to push formula, sometimes at the expense of the world’s most vulnerable populations.

WE KNOW that there are people who will try to bucket Bobbie with the practices that were being implemented when our founders were just infants themselves.

WE KNOW that there will be comments and loud voices and mom-shamers who believe that Bobbie as a formula company should fundamentally not exist at all. Because as we have heard over and over and over again, breast is best.

We don’t disagree that breast milk is truly the gold standard for infants; it’s dynamic and personal in a way that formula will never be.

But the real formula is a parent’s entire ‘Feeding Journey’ where so many factors play into whether breast milk will even be an option at all. And when it’s not (for whatever reason) we turn to formula and shouldn’t it be undeniably the best too?

While we do understand the history of infant formula, we are here to evolve the future of infant formula. 

We are here to bring a purposefully sourced formula to our babies’ bottles and evolve the conversation on formula feeding to what we know it is-  a completely normal part of raising a baby in the US.

Bobbie is made up of a team of scientists, operators, and many other professions but first and foremost, we are moms and dads and parents.  

Before judging our intentions, please know that we are just like the other 83% of parents who turned to formula, we are the parents who thought we would breastfeed exclusively and got met with emotional and physical challenges. We are just like the parents who realized that balancing full time return to work and keeping up our supply was a near impossible feat. We are just like the parents who quietly moved to formula and stayed silent through what felt like a shameful part of parenting. 

Until now. We’re bringing a product made with purposefully sourced ingredients to market and hoping to evolve the conversation on feeding.

-- Bobbie Parents (& Scientists, Operators, Designers, Regulatory Expert, Marketers, Business Leaders) 

Let’s Talk About the Elephant in the Room.
We Sell Formula.
A Mom's Minute | 2:53

WE KNOW that formula is a contentious, emotional, stigmatized product that has a checkered past.  We are not naive to the history of large corporations using predatory practices to push formula, sometimes at the expense of the world’s most vulnerable populations.

WE KNOW that there are people who will try to bucket Bobbie with the practices that were being implemented when our founders were just infants themselves.

WE KNOW that there will be comments and loud voices and mom-shamers who believe that Bobbie as a formula company should fundamentally not exist at all. Because as we have heard over and over and over again, breast is best.

We don’t disagree that breast milk is truly the gold standard for infants; it’s dynamic and personal in a way that formula will never be.

But the real formula is a parent’s entire ‘Feeding Journey’ where so many factors play into whether breast milk will even be an option at all. And when it’s not (for whatever reason) we turn to formula and shouldn’t it be undeniably the best too?

While we do understand the history of infant formula, we are here to evolve the future of infant formula. 

We are here to bring a purposefully sourced formula to our babies’ bottles and evolve the conversation on formula feeding to what we know it is-  a completely normal part of raising a baby in the US.

Bobbie is made up of a team of scientists, operators, and many other professions but first and foremost, we are moms and dads and parents.  

Before judging our intentions, please know that we are just like the other 83% of parents who turned to formula, we are the parents who thought we would breastfeed exclusively and got met with emotional and physical challenges. We are just like the parents who realized that balancing full time return to work and keeping up our supply was a near impossible feat. We are just like the parents who quietly moved to formula and stayed silent through what felt like a shameful part of parenting. 

Until now. We’re bringing a product made with purposefully sourced ingredients to market and hoping to evolve the conversation on feeding.

-- Bobbie Parents (& Scientists, Operators, Designers, Regulatory Expert, Marketers, Business Leaders) 

Meet Our Opinions.

You can’t evolve an Industry without a clear stance on the subjects in that Industry. Here’s ours.
  • Bobbie On Infant Formula

    We support parents’ ability to make the feeding choices that are best for both them and their baby, and for 83% of U.S. parents that means turning to formula. Whether for supplementation or exclusively, we recognize that this is a life-saving product for so many families, and making a formula bottle should never come with an ounce of judgement. We also believe that there is no such thing as a bad infant formula, only bad ingredients, and parents deserve more options for their infants that align with their own lifestyle choices.

  • Bobbie On Feeding Choices

    We support every parent’s unique feeding journey with each unique baby whether they choose to exclusively breastfeed their baby until they are 5, turn to formula on day one, get donor milk from a milk bank, pump around the clock for every ounce, or just top up a night bottle with a bit of formula. Bobbie understands that there is no one size fits all plan for feeding a baby. Period.

  • Bobbie On Breastfeeding

    Bobbie applauds women who are able and choose to breastfeed. It is not only a physical feat, but requires supportive partners, family, and friends (who sometimes don’t mind boobs at brunch). We also recognize that breastfeeding requires access to uninterrupted time, a precious commodity for a new mom. As a team of moms who breastfed or tried to breastfeed their own babies, we know the sacrifice it takes to feed a baby from your own body, the joy of connecting and providing for your baby, and the overwhelming range of emotions you feel from the first to last drop of milk.

  • Bobbie On Breast is Best & Fed is Best Movement

    We believe both of these movements are driven by good intentions and are emotional for parents on both sides of the aisle. However, as we have watched both of these movements unfold for Millennial moms in our generation, the divisive narratives have increasingly polarized and politicized something as simple and primal as feeding a baby. While Breast is Best optimizes for the baby’s nutrition, it can neglect what is best for a mother’s holistic situation. On the opposite end of the spectrum, Fed is Best optimizes for parent and baby, but can feel dismissive to a mom still in her breastfeeding journey making sacrifices for every ounce.

  • Bobbie On Baby-Friendly Hospitals

    Bobbie believes that Baby Friendly Hospital Initiative, while filled with good intentions, makes hospitals the first place that a mother can experience shame, disappointment, and guilt for not being successful in breastfeeding. We believe the problem is as clear as the name, Baby Friendly, instead of Baby and Mom Friendly hospitals. The initiative needs to evolve to meet modern parents in their reality; where mother’s health is not sacrificed or overlooked for the sake of breastmilk.

  • Bobbie On Lactation Support

    Bobbie applauds lactation consultants and we know they are on the frontlines of making a meaningful difference to moms who want to nail breastfeeding. Lactation support has evolved tremendously in the last decade and even in 2020 alone. These resources both in person and digitally can really help make or break a woman’s ability to breastfeed, especially in the first few weeks of a baby’s life. We are proud to have an accredited lactation consultant on our Medical Affairs Team to help guide us as a company that supports all feeding journeys.

  • Bobbie On WHO International Code of Marketing of Breast-milk Substitutes

    Bobbie recognizes and understands the original intent of this ruling that seeks to prevent the effects of poor marketing ethics by major infant formula companies. While we stand in solidarity with the original intention behind the ruling, Bobbie believes that all infant formula companies need to hold themselves to higher standard when it comes to advertising and never promote their products over breastfeeding. We believe too that parents have the right to know about all feeding options, including infant formula, as they make the decision how best to feed their baby.

  • Bobbie On the European Black Market

    Bobbie believes that parents in the U.S. should not feel that they have to turn to a third party, unregulated black market to purchase an infant formula that they feel good about giving to their baby. The formula industry in America needs to rise to the level of expectations of modern parents and deliver infant formula choices made with purposefully sourced ingredients that they can buy under FDA regulations in a safe way.

  • Bobbie On Affordability

    We find it shocking that so many parents in the US rely on WIC and other programs to fill the basic human need of feeding their babies. Bobbie applauds the efforts of the WIC program to support breastfeeding and helping so many women be successful. We know that any parent may need to rely on infant formula during their feeding journey and they shouldn’t have to choose what they can afford over what is the best choice for their family. Bobbie believes in a more equitable infant formula market that allows high quality options for parents of all income brackets.. High quality options should be more affordable and that is a goal we will continue to work toward as we grow as a new company in this industry.

  • Bobbie On Maternity Leave

    In the U.S., there is a policy disconnect between recommended breastfeeding goals and maternity leave allowances that sets breastfeeding mothers up for failure. The CDC recommends mothers exclusively breastfeed their babies for 6 months and continue until 12 months. Exclusively breastfeeding takes up to 30 hours a week. Yet, there is no standardized paid maternity leave policy in the US and most women return to work between 6 and 12 weeks after having a baby. This forces the very difficult choice between exclusive breastfeeding and full time work on the mother. These two conflicting policies set women in particular up for disappointment and a sense of failure when they must choose between work and feeding their baby.

  • Bobbie On Everyone’s Opinions

    Being a parent is challenging enough, we don’t need anyone else’s opinions on how we’re doing. Opinions on feeding only lead to judgement. And there’s no room for that.

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