Bobbie

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.

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

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

• Organic infant formula
• Baby nutrition products
• Formula subscription service
• Pediatric nutritional supplements
• Direct-to-consumer formula

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core 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

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• TargetflagshipChannel Partner/ Reseller/ DistributorTarget 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 MarketcoreChannel Partner/ Reseller/ DistributorNational grocery retail partner for Bobbie organic infant formulas, providing access to health-conscious consumer base in premium grocery segment.
• CostcocoreChannel Partner/ Reseller/ DistributorBobbie launched on Costco.com in late 2025 as the only USDA Organic infant formula available to online Costco shoppers nationwide.
• Good PeepscoreGTM or Marketing PartnerGood 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 + WatercoreStrategic or Co-development PartnerUK-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 ActionminorStrategic or Co-development PartnerAdvocacy organization partnering with Bobbie for Change for bipartisan advocacy day on Capitol Hill to advocate for federal paid family leave.
• 4Kira4MomsminorStrategic or Co-development PartnerMaternal health advocacy organization. Bobbie for Change announced partnership in January 2023 in response to the Black maternal mortality crisis.
• BirthFundminorStrategic or Co-development PartnerBirth equity organization partnering with Bobbie for Change for advocacy initiatives supporting safer births.
• Spread The JellyminorStrategic or Co-development PartnerParent 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 NetworkminorOthersBobbie donated $850,000 worth of formula to local families through The Feeding America network during government shutdown crisis in October 2025.
• AmazoncoreChannel Partner/ Reseller/ DistributorE-commerce marketplace partner for Bobbie formula distribution, providing convenient online purchasing option for customers.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Broad 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

• LinkedInlinkedin.com/company/bobbie-baby
• Instagraminstagram.com/bobbie
• Xx.com/bobbiebabyco
• Facebookfacebook.com/hibobbie

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds7 records

Investors12 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bobbie