Bobbie
Bobbie is a US-based infant formula company selling organic and grass-fed formula products via subscription D2C and major retailers including Target, Whole Foods, and Costco. Founded in 2018, the company owns its Ohio manufacturing facility and serves parents of infants 0-12 months seeking clean-label, EU-style nutritional standards.
- Company typePrivate
- Founded2018
- HeadquartersSan Francisco, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bobbie does
Bobbie Baby, Inc. is a US-based, venture-backed infant formula company founded in 2018 by Laura Modi and Sarah Hardy in San Francisco. The company develops and sells organic and grass-fed infant formulas through direct-to-consumer e-commerce (hibobbie.com) and a Stay Stocked subscription program, alongside retail distribution through Target (1,900 stores nationwide), Whole Foods Market, Costco.com, and Amazon. Bobbie's core technology is The Bobbie Blend, a proprietary nutrient system featuring a 60:40 whey-to-casein protein ratio, 100% lactose as the carbohydrate source, and an organic expeller-pressed fat blend without palm oil, with DHA calibrated to EU levels. The company produces four formula SKUs (Organic Infant Formula, Organic Whole Milk Infant Formula, Organic Gentle with partially hydrolyzed protein, and Grass-Fed Whole Milk), plus Organic Probiotic Drops, Organic Vitamin D Drops, and the Hot-To-Go Bottle accessory, with each production batch undergoing over 2,000 safety and quality checks including PCR-based spore testing.
Bobbie's business model combines subscription D2C recurring revenue with multi-channel retail distribution. Subscription pricing for trial bundles ranges from $23 to $51.20 per bundle depending on product, with full monthly subscriptions at $41-$52 per month after trial, representing a premium price point versus mass-market formula. The company has raised $142 million across seed through Series C rounds (the $70M Series C in July 2023 led by VMG Partners also funded the acquisition of Nature's One), achieved an $85 million post-money valuation in its 2021 Series A, and reached the milestone of nourishing 1 million American babies as of June 2026. Manufacturing is conducted at Bobbie's owned 70,000 sq. ft. facility in Heath, Ohio, opened in July 2024, which was the first new US-based infant formula manufacturing facility in over 15 years and positioned the company as one of only four domestic infant formula manufacturers in America.
The customer base consists of parents of infants 0-12 months seeking clean-label, USDA Organic infant formula with EU-style nutritional standards, including combo-feeding parents and parents of babies with sensitive digestion. Bobbie operates in a single geography (United States) with five operational sub-brands: Bobbie Labs (pediatric research), Bobbie Medical (HCP portal), The Feeding Room (parent education), Stay Stocked (subscription), and Bottle Service Club (loyalty), alongside the Bobbie for Change social impact arm. Certifications include USDA Organic, EU Organic through the US/EU Organic Equivalency Arrangement, Clean Label Project Purity Award, Pesticide-Free certification, and SQFI Excellent score (November 2025). Bobbie has won Target Vendor of the Year twice and was ranked #9 in North America on Fast Company's World's Most Innovative Companies 2026 list for the fourth consecutive year.
Bobbie firmographics
Firmographics- Name
- Bobbie
- Legal name
- Bobbie Baby, Inc.
- Website
- https://hibobbie.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Bobbie is a US-based infant formula company selling organic and grass-fed formula products via subscription D2C and major retailers including Target, Whole Foods, and Costco. Founded in 2018, the company owns its Ohio manufacturing facility and serves parents of infants 0-12 months seeking clean-label, EU-style nutritional standards.
- Ownership category
- akta.pro rank
Bobbie industry classification
Industry- Product category
- Infant Formula / Pediatric Nutrition
- NAICS
- Food Manufacturing (311)
- akta.pro primary industry
- Organic & Clean-Label Baby Nutrition (CRADAEAK)
- akta.pro secondary industry
- Standard Infant Formula Manufacturing (Cow Milk–Based) (AFAHAHAA)
Keywords
Where Bobbie is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Bobbie business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-Consumer Formula Sales: Bobbie generates primary revenue through direct sales of infant formula products via its website hibobbie.com. The company offers subscription plans (Stay Stocked membership) providing recurring monthly revenue with 10% subscriber discount, guaranteed supply, and additional perks. One-time purchases also available at higher price points.
- Retail Distribution: Revenue generated through retail partnerships including Target (1,900 stores nationwide), Whole Foods Market, and Costco. Retail channels represent significant expansion beyond direct-to-consumer model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Organic Whole Milk Infant Formula 14.1oz - 2 Can Trial Bundle |
| Subscription | Monthly | Grass-fed Whole Milk Infant Formula 14.1oz - 2 Can Trial Bundle |
| Subscription | Monthly | Organic Gentle Infant Formula 14.1oz - 2 Can Trial Bundle |
| Subscription | Monthly | Organic Infant Formula 14.1oz - Subscription |
| One time/ perpetual license | Pay-as-you-go | Hot-To-Go Bottle |
| Unit Pricing | Pay-as-you-go | Organic Probiotic Drops |
| Unit Pricing | Pay-as-you-go | Organic Vitamin D Drops |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Bobbie product offering
Product offeringCore offering
Bobbie manufactures and sells USDA Organic and grass-fed infant formula products directly to US parents through a subscription-based direct-to-consumer website (hibobbie.com) and mass-market retail channels (Target, Whole Foods Market, Costco, Amazon). The product portfolio spans four infant formulas (Organic Whole Milk, Organic Gentle, Organic Original, Grass-fed Whole Milk), two pediatric supplements (Organic Probiotic Drops, Organic Vitamin D Drops), and one bottle accessory (Hot To Go Bottle), all produced at the company's owned manufacturing facility in Heath, Ohio.
Product overview
Bobbie is a direct-to-consumer infant formula company offering a portfolio of organic and grass-fed formula products. The core product line includes the Organic Whole Milk Infant Formula (the first USDA organic whole milk formula made in the US), Organic Gentle Infant Formula with partially hydrolyzed protein for sensitive tummies, Grass-Fed Whole Milk Infant Formula, and the original European-style Organic Infant Formula. The company also offers supplements including Organic Probiotic Drops and Organic Vitamin D Drops, plus the Hot To Go Bottle accessory. Beyond products, Bobbie operates The Feeding Room education platform and Bobbie Medical for healthcare professionals. The brand is supported by its social impact initiative Bobbie for Change.
Differentiator
Problem solved
Functional benefit
Brands
- Bobbie for Change: Social policy and impact arm of Bobbie focused on advocacy, policy change, legislation, and giving back to support families.
- Bobbie Labs
- The Feeding Room
- Stay Stocked
- Bottle Service Club
Products and services
- Organic Whole Milk Infant Formula The first USDA Organic whole milk infant formula manufactured in the United States, designed as a European-style recipe for complete nutrition for infants 0-12 months. Made with premium organic whole milk and naturally-occurring MFGM from whole milk for brain development.
- Grass-fed Whole Milk Infant Formula
Quantifiable outcome
- All four Bobbie formulas named Consumer Reports Top Choices for heavy metal safety (both March 2025 and March 2026 rounds)
- +5 more outcomes
Companies that use Bobbie
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Bobbie technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Bobbie partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and minor.
- TargetflagshipTarget is Bobbie's largest retail distribution partner. Bobbie launched across all 1,900 Target stores nationwide in March 2026, cementing the brand as #1 organic infant formula at Target. Bobbie has won Target Vendor of the Year twice.
- Whole Foods MarketcoreNational grocery retail partner for Bobbie organic infant formulas, providing access to health-conscious consumer base in premium grocery segment.
- CostcocoreBobbie launched on Costco.com in late 2025 as the only USDA Organic infant formula available to online Costco shoppers nationwide.
- Good PeepscoreGood Peeps is a Los Angeles-based retail media agency that has become a Preferred Partner to Instacart, Walmart, and Target. They help Bobbie optimize advertising on retailer dot-com platforms, implementing strategies including search term optimization, audience targeting, and product placement.
- Milk + WatercoreUK-based parent-founded company that created the Hot-to-Go Bottle. Bobbie partnered with Milk + Water to bring this European favorite to US parents. The product was discovered by CEO Laura Modi who used it with her daughter and decided to bring it to the Bobbie family.
- Paid Leave for All ActionminorAdvocacy organization partnering with Bobbie for Change for bipartisan advocacy day on Capitol Hill to advocate for federal paid family leave.
- 4Kira4MomsminorMaternal health advocacy organization. Bobbie for Change announced partnership in January 2023 in response to the Black maternal mortality crisis.
- BirthFundminorBirth equity organization partnering with Bobbie for Change for advocacy initiatives supporting safer births.
- Spread The JellyminorParent advocacy organization co-hosting bipartisan advocacy day with Bobbie for Change on Capitol Hill to elevate parents' voices for safer births and federal paid leave.
- The Feeding America NetworkminorBobbie donated $850,000 worth of formula to local families through The Feeding America network during government shutdown crisis in October 2025.
- AmazoncoreE-commerce marketplace partner for Bobbie formula distribution, providing convenient online purchasing option for customers.
Scale indicators11 records
Recent moves7 records
Expansion highlights6 records
Bobbie competitors and assessment
Company assessmentBroad incumbents
- Reckitt (Mead Johnson / Enfamil): Enfamil, owned by Reckitt, is the other historical 'big three' incumbent alongside Similac and Gerber. Directly comparable as the dominant conventional formula player competing with Bobbie for pediatrician endorsements, hospital contracts, and WIC program participation.
- Gerber (Nestlé): Gerber is Nestlé's infant formula and baby food brand and one of the three historic US formula incumbents. Comparable as a broad incumbent offering both formula and complementary baby nutrition products with deep retail penetration across mass and grocery channels.
- Abbott Nutrition (Similac): Abbott's Similac is the US market-leading infant formula brand and one of the historical 'big three' incumbents Bobbie is breaking into. Comparable as a dominant conventional formula player with deep pediatrician and hospital relationships and the largest manufacturing footprint in the US.
- Happy Baby Organics (Danone): Happy Baby Organics is Danone's organic baby food and formula brand in North America. Comparable as a broad organic baby nutrition platform owned by a global CPG incumbent (Danone), competing with Bobbie in the organic baby nutrition category across both formula and complementary products.
- Plum Organics (Campbell Soup Company): Plum Organics is a US organic baby food brand owned by Campbell Soup Company. Comparable as an organic baby nutrition brand under a major CPG parent, with overlapping premium positioning and distribution through Whole Foods and Target.
Direct peers
- Nature's One (Bobbie subsidiary): Acquired by Bobbie in 2023, Nature's One is a pediatric nutrition company offering organic infant formula and supplements under the PediaSmart and Baby's Only brands. Directly comparable as both a formula brand and a manufacturing platform within Bobbie's own portfolio.
- Earth's Best (Hain Celestial): Earth's Best is one of the longest-standing organic infant formula and baby food brands in the US, owned by Hain Celestial. Directly competes with Bobbie on the organic formula shelf at Target, Whole Foods, and Kroger with comparable USDA Organic positioning.
- Kendamil: Kendamil is a UK-based family-owned infant formula brand that has expanded aggressively into the US market via retail partnerships. Directly competes with Bobbie on the European-style, clean-label formula positioning that Bobbie itself pioneered in the US.
- ByHeart: ByHeart is the closest direct competitor — a US-based infant formula startup with a similar DTC + retail motion, premium organic positioning, and focus on breast milk-inspired nutrition. Both companies target the same clean-label, EU-style formula niche that Bobbie helped create.
Regional players
- Bubs Australia: Bubs Australia is an Australian infant formula and goat-milk nutrition brand that has expanded into the US market. Comparable as a premium imported formula brand targeting health-conscious parents, though primarily competing via the goat-milk differentiation rather than direct EU-style overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Bobbie social profiles
Digital presenceBobbie compliance and trust
Trust signalCompliance5 records
Bobbie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bobbie leadership team
Management profileNumber of profiles
Profiles4 records
Bobbie subsidiaries and ownership
Company hierarchySubsidiaries1 record
Bobbie funding detail
Funding detailFunding overview
Funding rounds7 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bobbie M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bobbie
What does Bobbie do?
Bobbie manufactures and sells USDA Organic and grass-fed infant formula products directly to US parents through a subscription-based direct-to-consumer website (hibobbie.com) and mass-market retail channels (Target, Whole Foods Market, Costco, Amazon). The product portfolio spans four infant formulas (Organic Whole Milk, Organic Gentle, Organic Original, Grass-fed Whole Milk), two pediatric supplements (Organic Probiotic Drops, Organic Vitamin D Drops), and one bottle accessory (Hot To Go Bottle), all produced at the company's owned manufacturing facility in Heath, Ohio.
Is Bobbie a public or private company?
Bobbie is a private company. It is classified as venture growth investor backed and is currently operating.
When was Bobbie founded?
Bobbie was founded in 2018. It employs 101 to 250 people.
Where is Bobbie based?
Bobbie is headquartered in San Francisco, United States, in the North America region.
How does Bobbie make money?
Two revenue lines are on record. Direct-to-Consumer Formula Sales are the primary driver. The others are retail Distribution.
Who are Bobbie's main competitors?
Broad incumbents on record are Reckitt (Mead Johnson / Enfamil), Gerber (Nestlé), Abbott Nutrition (Similac), Happy Baby Organics (Danone) and Plum Organics (Campbell Soup Company). Direct peers are Nature's One (Bobbie subsidiary), Earth's Best (Hain Celestial), Kendamil and ByHeart. Bubs Australia is listed as a regional player.
Does Bobbie have an API?
No public API is recorded for Bobbie.
What industry is Bobbie in?
Bobbie's product category is Infant Formula / Pediatric Nutrition. Its primary akta.pro industry code is CRADAEAK, Organic & Clean-Label Baby Nutrition, with a secondary code of AFAHAHAA, Standard Infant Formula Manufacturing (Cow Milk–Based). Its NAICS code is 311.