Bobbie Baby hoping to change infant formula market


Bobbie Baby is hoping to change the infant formula market.

Bobbie Baby is hoping to change the landscape of infant formula in the US, firstly in the health department with their radically simple ingredients, and secondly in bringing an end to the stigma attached to using formula.

They are a San Francisco-based company using a European-style recipe that is aiming for a nationwide rollout in 2020.

Unlike most formulas, which contain lots of corn syrup and a variety of long chemical words that are impossible to pronounce, Bobbie Baby uses just six ingredients:

  • organic skim milk
  • organic whey powder
  • organic vegetable oils
  • organic lactose
  • organic skim milk powder
  • whey protein

Due to confusion about the FDA’s labeling requirements, there was a recall issued in June, though the company is working on meeting the required labeling parameters.

Founded by Laura Modi and Sarah Hardy, Bobbie Baby got its name because Laura’s daughter pronounced “bottle” as “Bobbie.”

They donate a portion of their proceeds to the Homeless Prenatal Program, which provides prenatal care and parenting support for those in need.

CNBC ran a story  recently on Silicon Valley start-ups in infant formula, which is a market expected to reach $95 million by 2026.

Bobbie Baby has run into setbacks because of their unusual approach, which made things difficult to find a manufacturer at first, since the US only has four facilities that can manufacture baby formula.

“It’s hard and it should be because we’re developing products for a vulnerable population,” Modi told CNBC. “But it shouldn’t be impossible.”

83 percent of parents will use formula at some point during their baby’s first year, according to the company’s website, and the typical baby on formula consumes 56 grams of corn syrup during a typical day – which is more than a standard can of original Coca-Cola.

Up to 15 percent of mothers cannot produce enough milk naturally, while two-thirds of parents feel judged for using formula.

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While I am not a parent, if I were it makes sense that using the healthiest option available would be a good plan. What are your opinions on this, parents?