2 New Sizes = 2 New Reasons to Love Bobbie

All Things Bobbie

Bobbie was started in 2018 by a mom, Laura Modi, who was dissatisfied with the ingredients she saw in the formula aisle for her new baby. She teamed up with Sarah Hardy and subsequently launched the formula onto shelves in 2021. This was especially notable for two reasons: first, Bobbie remains the only mom-founded and led formula brand on the market and second, Bobbie was the first formula brand to be launched in the U.S. in over 6 years. In a stale, corporately-dominated environment, these two powerful women splashed innovation and care into the world of formula. Besides just creating a great product for babies, the brand is seeking to create a new kind of workplace – one that supports parents. The brand is actively trying to change the way people think about formula and to support parents in whatever feeding decision they make. This formula momma is happy about that!

So let’s talk about what's in the formula, shall we? Bobbie’s Organic Formula, which is suitable for most babies, is both USDA and EU certified organic. Coming in at 20 mg of plant-based DHA (which is an omega-3 fatty acid – good stuff!) per 100 kcal, it is meant to emulate breastmilk as closely as possible. Unlike many of the formulas the founder Laura saw on shelves in 2016, Bobbie does not have any palm oil, corn syrup, maltodextrin, or alternate sugars… because, well, duh! Over half a million babies have been fed by Bobbie to date… and the brand says that is only the start of nourishing the next generation.

New Sizes, Same Great Formula

As the mom of an exclusively-formula fed baby, I know firsthand just how much milk these babies suck down in a day! My nearly 8-month-old takes 6 oz every 3 hours – and has since he was 5 months old. When you start to do the math on that, it isn’t pretty on the wallet. I get even more shell-shock when I think about parents of multiples, like my coworker who is having triplets, and the price they will likely pay in formula. At the same time, I’m unwilling to compromise quality for my baby and his nutrition. When Bobbie announced they were introducing a new, larger size called the “Biggie” (24 oz/$46), I was so excited. Quality always comes first for my family, but it is so much better when I can score a deal.

We really prefer to not travel with formula, at least when flying. It takes up way too much space in bags for how widely available Bobbie is around the States. Available at both Whole Foods and Target, there aren’t too many places we go where those stores aren’t. For long weekend trips, buying an entire can of formula has often been a waste. We usually reluctantly pack the remainder up for the trip back, but so often, I’ve thought that a smaller can would be ideal. Bobbie thought of this, too, introducing the “Bittie,” coming September 2024. The Bittie comes in a 2-pack of 12.7 oz cans ($50) that are easy to travel with and can readily fit in any diaper bag.