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While breastfeeding remains the healthiest option to feed your baby, we understand that for many families, incorporating baby formula is a viable and healthy alternative that allows for flexibility. Several factors may impact a family’s decision to use baby formula, ranging from low breast milk supply to latching issues. For new parents, finding the right formula is a stressful yet important decision. 

Here, we provide a comprehensive review of the popular infant formula brand Bobbie, including research studies from medical experts and opinions from leading pediatricians.

This Bobbie Formula review takes an honest look at this popular European-style organic formula that is relatively new to the US market. Find out what sets Bobbie Infant Formula apart from other brands, how it compares to European formulas, and what other parents have to say about it so you can determine if this formula is the best for your child.

Bobbie Baby Formula

  • $26.00 per tin
  • Packed with DHA & Vitamin D
  • With only 1.2 mg per 100 kcal, our formula meets both FDA and EU iron standards, which supports cell and brain development.
  • Organic expeller-pressed fat blend
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Granola Baby's Verdict

Introducing Bobbie Baby Formula, inspired by European recipes and certified organic in the U.S. and EU. With a thoughtfully curated list of ingredients, it's a formula parents can trust to nourish their little ones. Made from milk sourced from grass-fed, pasture-raised cows, it mimics the lactose composition of breast milk, easing the transition to formula feeding. Bobbie offers the convenience of direct-to-consumer delivery with customizable subscription options, ensuring you receive anywhere from four to 10 cans right at your doorstep each month. Find it on Target shelves across the nation, simplifying your shopping experience.

Key Features

  • Bobbie Baby formula is formulated to match the protein composition of breast milk, providing a balanced whey-to-casein ratio.
  • Enjoy the convenience of a subscription-based service that ensures you never run out of formula.
  • Our European formula meets rigorous EU certification standards for organic products.
  • Rest easy knowing that our formula is made from organic grass-fed, pasture-raised milk, free from antibiotics or pesticides.

Bobbie, the pioneering direct-to-consumer and subscription-based formula company, was established in the U.S. in 2018 by CEO Laura Modi and COO Sarah Hardy, former Airbnb employees. Headquartered in San Francisco, the company officially introduced its flagship product in 2021. Modi, a mother herself, sought a chemical-free and pesticide-free formula for her child. Unable to find one, she collaborated with Hardy and a team of medical and scientific advisors to develop Bobbie. Our formula meets FDA standards and is certified organic by USDA and EU.

Bobbie Baby Formula at a Glance

Direct-to-Consumer Business Model:
Parents can easily subscribe for auto-delivery, ensuring a steady supply of baby formula delivered right to their doorstep. Our subscription service adapts to your baby's needs, offering bundles of four, eight, or 10 cans. New customers can even test the waters with a two-can trial.

European-Inspired Regulations:
Bobbie blends U.S. and European standards into our formula ingredients, meeting certified organic regulations. We also enrich our formula with elevated levels of DHA, supporting crucial infant brain development.

Mom-Led Company:
Formulated by moms for moms, Bobbie is an organic, non-GMO, and clean label formula. It originated from a group of mothers seeking a reliable formula to complement breastfeeding.

The Cost

Bobbie is a direct-to-consumer baby formula brand that offers subscription options to deliver straight to your front door. Additionally, parents have the opportunity to test the baby formula with their children before ordering a larger subscription. The subscription model can also be beneficial to keep families stocked up on formula in times like the recent formula shortages, where many store shelves were empty.

  • Convenient Subscription: Get formula delivered straight to your doorstep with our hassle-free subscription service. Try it out with your baby before committing to a larger subscription. Handy during times of formula shortages, ensuring you're never caught empty-handed.

  • Starter Bundle: Test the waters with our two-can starter bundle for $40, allowing families to sample before subscribing.

  • Flexible Subscription Options: Choose from four, eight, or 10 14-ounce cans delivered monthly or bi-monthly, priced at $93.60, $187.20, or $234.00, respectively. Enjoy free shipping with every order and the freedom to cancel, skip a month, or pause anytime, plus a 10% discount on your first order.

  • One-Time Purchase Option: Prefer to buy without commitment? Opt for our "buy once" option to purchase the same quantity of cans without a recurring subscription.

  • Available at Target: Find Bobbie formula at Target stores nationwide or online at Target.com. Grab a 14-ounce can for $26 or a 24-ounce can for $42.

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What Experts Say

Bobbie stands by the belief that there's no one-size-fits-all approach to feeding infants. They're here to support parents in choosing what works best for them and their babies, whether it's breastfeeding, chestfeeding, bottle feeding, or supplementing breast milk with formula. According to a 2019 survey commissioned by Bobbie and conducted by Wakefield Research, 83% of parents use formula during their infant's first year, with 70% of them engaging in combo-feeding.

While breast milk is often the preferred choice, it may not be feasible for all families. Dr. Amaka Ajalla Priest, a board-certified pediatrician and Swehl Motherboard Expert based in Los Angeles, emphasizes that formula can be invaluable, especially for infants struggling with weight gain or low milk supply. In situations where the lactating parent is on certain medications or has undergone breast surgery, formula might be the safest option. Additionally, logistical challenges or health conditions can make breastfeeding difficult for some parents.

Bobbie prioritizes organic lactose as the first ingredient, mirroring breast milk's composition. Dr. Priest notes the formula's high DHA levels, crucial for neurodevelopment in early infancy, as well as its iron content, which supports brain development, muscle cell production, and blood cell formation.

Since lactose intolerance may affect some infants, Dr. Priest advises parents to monitor their baby's response to formula. Signs like slow weight gain, vomiting, or unusual stools within the first three months could indicate lactose intolerance, prompting a visit to the pediatrician for further evaluation.

Parenting Is Complicated, Formula Shouldn't Be

Bobbie formula is the only female-founded and mom-led infant formula company in the U.S. Crafted with expert care, Bobbie is proud of the ingredients they put in and proud of what they left out.

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The Experience

Many parents rave about Bobbie baby formula, praising its likeness to breast milk and ease of use in times of need. One parent shared, "When breastfeeding didn't work for me, Bobbie was an option that I didn't feel shameful using. Clean, delicious, easy to order."

Some appreciate the convenience of purchasing Bobbie at Target for emergencies. Transitioning from breastfeeding to formula can be daunting, but for many, Bobbie eases the process. A relieved parent expressed, "Bobbie took a lot of the anxiety and angst away. My little guy transitioned so well to Bobbie. His tummy never reacted to the change from breast milk to formula."

While most find Bobbie's ingredients agreeable, it's worth noting that not all babies tolerate it equally. One parent commended its quality but mentioned their baby's sensitivity, saying, "This formula was sadly among the long list of those that do give her constipation." Nonetheless, they encourage others to give it a try, highlighting its adherence to both U.S. and European standards and its thoughtful design by moms.

Is Bobbie Right for Your Baby?

“Every baby is different, so you will not know whether or not a formula will agree with your baby’s physiology until you have actually tried it,” says Dr. Lopez.

Choosing a baby formula is always a bit of trial and error. But it is always recommended to choose a formula which is compliant with the FDA, supports a healthy development and is affordable for the family.

Remember, though—as a parent, only you can know what is right for your baby. With the right resources and education on the various types of formula brands on the market, you should be able to feel confident in your decision.