Bobbie Labs Announces the First and Only USDA Organic Whole Milk Infant Formula on the US Market: An Industry-Leading Take On High Quality Infant Nutrition

A Formulation Three Years in the Making, Bobbie Organic Whole Milk is the Fourth Infant Formula from the Mom-Founded and Led Brand, Coming April 2025

Today, Bobbie Labs, the research and development hub of infant formula brand Bobbie, announced its fourth formula since the company’s launch in 2021. After three years of development, Bobbie Organic Whole Milk Infant Formula will be available in April 2025 – the first and only USDA Organic Whole Milk infant formula on the US market. Bobbie Organic Whole Milk formula is manufactured at the brand’s state-of-the-art manufacturing facility in Ohio as America’s only USDA Organic Whole Milk infant formula.

Since its launch four years ago, Bobbie remains dedicated to providing American families with high-quality, organic infant formula made right here in the US. Bobbie Labs developed its closest to breastmilk recipe, featuring naturally-occurring milk fat globule membrane (MFGM) from organic whole milk, choline, and industry leading levels of DHA to support infant brain development. MFGM is a component of milk fat that has been linked to cognitive and immune system support in infants. MFGM is naturally found in breastmilk, and research has suggested it can play a role in supporting brain development, immune health, and gut function.

“For years, we asked ourselves why there is no USDA Organic Whole Milk formula on the market? Turns out, it is incredibly difficult to develop, but for our Bobbie Labs team of scientists, pediatricians, dietitians, regulatory experts—all of us parents—we fundamentally believe it is our responsibility to uplevel the entire industry and we can’t do without pushing the status quo,” said Laura Modi, Bobbie CEO, Co-Founder and mom of four. “We’ve been heads down developing this dream formulation and moving it through the stringent regulatory process for three years now—as parents first and formula innovators second, we hold ourselves and our suppliers to the highest standards for ingredient quality, recipe integrity, and manufacturing transparency, and this product is no exception.”

Bobbie Organic Whole Milk infant formula is the only USDA Organic whole milk infant formula on the US market, designed to bring parents a first-of-its-kind formulation that is certified organic to both the USDA and EU standards, and features a no palm oil, no soy fat blend. The groundbreaking recipe is made with USDA Organic whole milk, a critical choice in a formula category flooded with organic claims that fall short of the USDA organic seal.

“When you see an organic infant formula on the shelf today, it may contain a few organic ingredients but doesn't mean it is fully USDA organic like Bobbie’s Organic Whole Milk infant formula. Partially organic products are unfortunately misleading to parents looking for high quality organic infant nutrition. As our most vulnerable population’s first food, infant formula deserves the highest quality and clearest product claims,” said Christina Berberich, PharmD, MPH, RD, Bobbie’s Vice President of R&D, Regulatory Affairs, and mom. “The USDA Organic seal on the other hand, represents a game-changing level of quality that the American infant formula market has never seen with a whole milk product, ensuring it follows strict organic farming and processing regulations. Our formulation features at least 95% of ingredients that are certified organic, no synthetic pesticides, fertilizers, hormones, antibiotics or GMOs, no artificial preservatives or flavors, and adherence to strict animal welfare standards. Nothing short of the best—for our babies and yours.”

Bobbie Organic Whole Milk formula undergoes over 2,000 safety and quality checks before release at Bobbie’s state-of-the-art manufacturing facility in Heath, Ohio. Owning end-to-end manufacturing has unlocked innovation on an entirely new level for the industry-disrupting, mom-led brand. With a steady supply of unlimited inventory, manufacturing redundancy, and the ability to produce high quality infant formulas in-house, Bobbie has unlocked the recipe development and manufacturing rigor required to lead the way for the next generation of American infant formula.

Bobbie Organic Whole Milk Formula Overview:

• Breast milk inspired fat blend; softer stools: Because Bobbie Organic Whole Milk infant formula contains more milk fat and a reduced volume of plant-based oils, it provides more palmitic acid in the SN2 position compared to our Organic Original, Organic Gentle, and other nonfat milk-based formulas. As a result, our whole milk formula may support softer stools.

• Brain Boost Triple Threat: Whole milk contains naturally occurring milk fat globule membrane (MFGM), a component of milk fat that has been linked to brain and immune system benefits in infants. MFGM is naturally found in breastmilk, and research has suggested that it can play a role in supporting brain development, immune health, and gut function. Alongside DHA levels that go above and beyond US standards, meeting EU requirements, and cognition-supporting choline, it���s a brain boost triple threat.

• Clean Label Project Certified – Purity and Pesticide Free Awards: We voluntarily put our products through independent third-party testing so we can ensure our products are as safe and clean as possible—free of toxins and contaminants, solvents, parabens, BPAs and heavy metals—above and beyond FDA standards. Bobbie was the first infant formula to receive both the Clean Label Project Purity Award and Pesticide-Free Certification, and each of our products have followed suit since.

• Highest quality, safe ingredients: The Bobbie Way. USDA organic and EU organic. No palm oil, no soy fat blend, no corn syrup, and no maltodextrin.

• Available this Spring: Join the waitlist today to be the first to know about our launch, coming April 2025. 14oz cans will be available for sale at hibobbie.com for $28/can this Spring, and available at select retailers early Summer.

About Bobbie:

Bobbie is the purpose-driven organic infant feeding company that exists to build a parenting culture of confidence, not comparison. Founded in 2018, Bobbie hit the market with its flagship European-inspired formula in 2021 as the first direct-to-consumer, subscription-based infant formula in the U.S. Today, it’s proud to be the only mom-founded and led infant formula brand in the world, and the fastest-growing in the U.S. since the 1980s. Bobbie is focused on providing purposefully sourced, USDA Organic products made with simple ingredients – crafted right here in America, for American families. For more information, visit www.hibobbie.com.

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