From Frustration to Innovation: The Journey of Bobbie, the Trusted Organic Infant Formula

The journey to creating a trusted, organic infant formula didn’t come from a corporate boardroom—it came from the very real struggles of two mothers. Laura Modi and Sarah Hardy, co-founders of Bobbie, never imagined they’d be leading the charge in revolutionizing the baby formula industry. Yet, faced with the overwhelming frustration of finding a safe, organic formula for their own children, they took matters into their own hands. This is the story of how Bobbie, the trusted organic infant formula brand, came to be—born from real-life challenges and a deep commitment to providing parents with better feeding options.

The Spark of Innovation: A Night in Aisle 3

It was late at night in 2016 when Laura Modi, then a new mom, found herself standing in the baby aisle of her local grocery store. Exhausted and battling her first bout of mastitis, she was confronted with rows of infant formula, most of which were filled with ingredients like corn syrup, fillers, and palm oil—ingredients she wouldn’t dream of feeding her own baby. Consumed with guilt over the products she had no choice but to buy, Laura realized that the baby formula industry lacked a true solution for parents who wanted a clean, organic, and trustworthy alternative.

Determined to do something about it, Laura decided to take action. She began envisioning a brand that would fill this void—a formula made from organic, wholesome ingredients, crafted with the same care that any mother would put into feeding her baby. But this idea would need more than just a dream; it needed a partner who shared her vision.

Enter Sarah: A Partner in Innovation

In 2019, Laura called on her friend and former colleague, Sarah Hardy, to join her in this bold mission. Sarah, not only a close friend but also a passionate advocate for supporting parents, was immediately on board. Together, they founded Bobbie with a clear goal: to create a baby formula that parents could trust, one that would provide a healthier, cleaner, and more sustainable feeding option for babies across the United States.

But the road ahead wasn’t easy. They assembled a team of scientists, pediatric nutritionists, and experts in infant nutrition to develop a European-style formula tailored to the unique needs of American families. This formula would be free from the artificial ingredients and fillers that were common in traditional formulas, and instead made with organic, high-quality ingredients that parents could feel good about.

A Formula for Success: The Launch of Bobbie

In 2020, after years of hard work, testing, and regulatory hurdles, Bobbie received approval from the U.S. Food and Drug Administration (FDA)—becoming the first new infant formula company to launch in the U.S. in over six years. With that green light from the FDA, Bobbie was officially on its way to transforming the industry.

From the very beginning, the brand was built on the principles of transparency, integrity, and care. Bobbie’s formula was developed with the utmost attention to the nutritional needs of babies, and its commitment to organic ingredients was a key differentiator in a market dominated by conventional formulas. More importantly, Bobbie also embraced its role as a supporter of parents, offering a solution that wasn’t just about feeding, but about empowering families to make informed, confident decisions about their babies’ nutrition.

A Rapid Rise: Bobbie Becomes a Household Name

By 2021, Bobbie’s impact was undeniable. Within just a year of its launch, the company became the fastest-growing infant formula brand to enter the U.S. market since the 1980s. The brand’s unique approach resonated with parents, and Bobbie quickly became known not only for its organic formula but also for its commitment to parental support and advocacy.

Bobbie didn’t stop at creating a great product; it actively worked to challenge the status quo and advocate for better policies. Through partnerships with organizations like The Breasties, Bobbie helped promote breastfeeding support, and its Take Our Leave campaign worked tirelessly to fight for better workplace policies for parents. The brand made it clear that its mission extended far beyond formula, pushing for systemic changes that would improve the lives of parents everywhere.

Facing a Crisis: The Formula Shortage of 2022

In 2022, Bobbie faced an industry-wide crisis: a nationwide baby formula shortage. As shelves ran dry and parents were left scrambling, Bobbie was there, providing a reliable, organic option when so many others were unavailable. The formula shortage underscored the importance of having trusted, high-quality brands that parents could depend on during times of uncertainty.

During this crisis, Bobbie proved not just its commitment to quality, but also its commitment to community. The brand stepped up, working hard to ensure that its formula reached as many families as possible, all while continuing to advocate for the changes needed in the industry to prevent such shortages from occurring again.

Bobbie Today: A Trusted Brand for Parents Everywhere

Today, Bobbie stands as a trusted name in infant nutrition. From humble beginnings in the basement of Laura’s home to becoming a household name, the journey of Bobbie is a testament to the power of passion, perseverance, and innovation. Bobbie is more than just a baby formula brand—it’s a movement. It’s a commitment to supporting every parent, whether they choose to breastfeed, bottle-feed, or do a combination of both.

Bobbie’s story isn’t just about creating a better product; it’s about creating a better world for parents and babies alike. As Laura and Sarah continue to lead the way, they remain steadfast in their mission to help every parent feel supported, confident, and informed on their feeding journey.

From frustration to innovation, Bobbie has proven that when you listen to the needs of real families and dedicate yourself to making a change, the results can be transformative. The journey is far from over, but with Bobbie, the future of infant nutrition has never looked brighter.