Bobbie debuts grass-fed whole milk infant formula | FoodBev Media

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Siân Yates

24 October 2024

Bobbie debuts grass-fed whole milk infant formula

Bobbie, an infant nutrition company founded by mothers, has introduced a grass-fed Whole Milk Infant Formula, providing US parents with a high-quality, affordable option in the infant formula market. This launch comes as consumer demand for nutritious and accessible baby food options continues to grow.

The new formula is made from whole milk sourced from grass-fed cows that graze year-round, ensuring a rich nutritional profile that includes naturally occurring milk fat globule membrane (MFGM).

Bobbie claims that nearly 50% of the total fatty acids in the formula are similar to those found in breast milk, featuring a balanced whey-to-casein protein ratio designed for gentle digestion.

Laura Modi, CEO and co-founder of Bobbie, said: “Our team has been working on this product for almost three years, and we’re proud to offer this new formula option to American parents who want a simple, nutritious whole milk infant formula that is rooted in our belief that formula is food”.

With a retail price of $23 for a 14.1-ounce can, Bobbie’s grass-fed Whole Milk Infant Formula is positioned as the company's most affordable offering to date. The company also provides a subscription service that offers a 10% discount, reducing the price to approximately $20 per can.

Bobbie’s commitment to local manufacturing has been bolstered by the opening of its own production facility in Ohio this summer, a move aimed at addressing market consolidation and shortages in the infant formula sector.

By producing its formulas domestically, Bobbie aims to ensure a reliable supply chain, minimising delays associated with imported products.

The company’s formulas are produced in FDA-registered facilities and undergo rigorous quality checks, including 2,000 safety assessments and microorganism testing. This emphasis on quality control is part of Bobbie’s broader mission to provide parents with confidence in their feeding choices.

The company aims to cater to diverse dietary needs with options that are gluten-free, non-GMO and certified halal and kosher.

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