Bobbie produces an organic, European-style infant formula made in the U.S. with grass-fed milk from Organic Valley and a recipe modeled after breast milk to meet recent EU nutritional standards for DHA and iron while complying with FDA requirements. The company launched as a direct-to-consumer, subscription-based business in 2021 and says it has sold 4x greater than forecasted since launch, becoming the fastest-growing infant formula company in the U.S. Bobbie emphasizes purposefully sourced ingredients and excludes common additives like corn syrup, palm oil, and maltodextrin, and it highlights more than 2,000 quality checks and certifications including the Clean Label Project Purity Award and a Pesticide-Free certification. Bobbie has partnered with Perrigo as its manufacturer and is launching Bobbie Labs, a virtual research lab to fund academic and industry research across nutrition, society, and planet pillars. The company also runs community programs, having donated more than 400,000 bottles and supported 65 mastectomy moms. Bobbie produces a European‑style organic infant formula formulated to meet EU nutritional expectations (including DHA levels) while complying with FDA standards, and is modeled after breast milk. The formula uses Organic Valley milk from pasture‑raised cows and excludes ingredients like corn syrup, palm oil, and maltodextrin. Bobbie started with community content (Milk-Drunk) and positions itself as purpose-driven, supported by a 20-person “Motherboard” of advisors and a Medical Affairs Team. The company plans to sell direct-to-consumer initially and offer a subscription service to parents across the U.S. Bobbie is mom-founded and led, was founded in 2018, is based in San Francisco, and is venture backed. Recently it ran the MotherLode community investment initiative that engaged customers and mom investors as part of its growth and community strategy. Bobbie produces a European-style, organic infant formula modeled after breast milk and formulated to meet recent EU nutritional standards while complying with FDA requirements. The product is made with Organic Valley milk from pasture-raised cows and excludes ingredients like corn syrup, palm oil, and maltodextrin. Bobbie sells direct-to-consumer and offers a subscription service across the U.S., supported by a 20-person Motherboard and Medical Affairs Team of doctors, lactation consultants, doulas, and pediatricians. Since launching in January 2021 the company has grown seven times faster than forecast, surpassed $1 million in sales in the first quarter, attracted customers in all 50 states within weeks of launch, and built a 7,000-person waitlist with over 70% organic traffic. Leadership is women-led—the founders left Airbnb—and the company emphasizes a women-led board and an advisory “Motherboard” that is majority women and 50% BIPOC. Bobbie was founded in 2018 and is based in San Francisco. Bobbie is a Bay Area–based baby formula delivery startup selling a European-style infant formula whose main ingredient is fresh, grass-fed cows' milk. The product deliberately excludes corn syrup, maltodextrin, artificial sugars and processed oils to offer a healthier domestic alternative. The company was founded in 2018 by San Francisco moms and former Airbnb operations leaders Laura Modi and Sarah Hardy after their own difficulties finding acceptable formula options. Bobbie planned to begin taking orders on Mother's Day and initially delivered only within the Bay Area. At launch it offered a 400 g trial box for $27 (about 22 bottles at 6 ounces each) and a subscription package for $23 per box. Financially, Bobbie pulled in $2.5 million in funding the prior year from Bolt, Nextview Ventures, Lakehouse and Precursor.

Total raised

$68M

Funding rounds

4

Latest round

Series B

Latest activity

Mar 2022