
Bobbie, a pediatric nutrition company founded and led by mothers, has announced the expansion of its USDA Organic certified, American-made, and European-inspired infant formulas into Whole Foods Market locations nationwide. Bobbie’s Organic and Organic Gentle Infant Formulas will be available in approximately 500 stores across the baby food aisle to address the growing demand for high-quality, USDA Organic baby formula.
“Whole Foods Market is excited to welcome Bobbie into our family,” said Yesenia Juergens, Family Care Principal Category Merchant at Whole Foods Market.
Bobbie’s formula is unique as it is the only USDA Organic and EU Organic Certified product that adheres to both EU nutritional standards and FDA requirements. This provides parents seeking a European-style infant formula with a safe, regulated option made in the United States.
While all infant formulas in the U.S. must meet basic nutritional standards, Bobbie emphasizes that exceptional quality stems from carefully sourced ingredients. The company’s Organic milk comes from grass-fed cows on American farms, supporting small family farmers. Bobbie also uses an expeller-pressed Organic fat blend that is processed without solvents or hexane and grown without persistent pesticides, including glyphosate. Additionally, the DHA in Bobbie’s formula is derived from microalgae rather than fish, providing a sustainable option and being the only U.S. infant formula that meets EU DHA standards (which are not required in the U.S.).
“At Bobbie, we believe that formula is food. Just as we aim to set a new standard for American formulas rooted in simple, organic recipes, Whole Foods has set a high bar for sourcing and selling organics in the U.S. Their decision to place Bobbie on their store shelves reflects the shared values our companies uphold regarding food quality. This commitment begins with what is often a baby’s first food: formula,” said Laura Modi, Bobbie CEO and Co-Founder. “As Whole Foods champions quality and transparency for shoppers, we believe that parents deserve to understand the ingredients in their baby’s formula and their origins. Bobbie empowers parents to make informed decisions about their baby’s nutrition, and our presence in Whole Foods stores nationwide will enhance access to our Organic formulas, which already nourish hundreds of thousands of babies in the U.S.”
Bobbie is committed to rigorous quality standards and has achieved unprecedented clean certification as the first infant formula to receive both the Clean Label Project Purity Award and certification as a Pesticide-Free product. Whole Foods Market, known for its dedication to providing high-quality natural and organic foods while prioritizing local and domestic sourcing, aligns closely with Bobbie’s mission to offer quality nutrition and simple ingredients.
This launch marks Bobbie’s second major retail expansion, following a two-year exclusive partnership with Target stores nationwide. Bobbie’s subscription-based online store was the first of its kind in the industry, serving over 500,000 parents.
Since its launch in January 2021, Bobbie has experienced remarkable growth, selling four times more product than anticipated in its first year, making it the fastest-growing American infant formula company. Today, Bobbie provides nourishment to babies across all 50 states and is committed to fostering a parenting culture centered on confidence rather than comparison, supporting diverse feeding journeys.
Whole Foods Market shoppers can find Bobbie products in most locations nationwide, including the new Whole Foods Market Daily Shop concept store that opened in September on New York City’s Upper East Side. Bobbie Organic and Organic Gentle formulas will be available in 14.1 oz cans priced at $29.99 and $32.99, respectively. Additionally, Bobbie products can be purchased online at hibobbie.com, where an exclusive subscription option is offered.
About Bobbie
Bobbie is a purpose-driven organic pediatric nutrition company focused on fostering a culture of parenting confidence rather than comparison. Founded in 2018, Bobbie launched its original European-inspired formula in 2021, becoming the first direct-to-consumer, subscription-based infant formula in the U.S. Today, it stands as the only mom-founded and led infant formula brand in the U.S. and the fastest-growing since the 1980s. Bobbie is dedicated to providing USDA Organic products made with simple, purposefully sourced ingredients crafted in America for American families. For more information, visit www.hibobbie.com.
About Whole Foods Market
Founded in 1980, Austin-based Whole Foods Market is the leading retailer of natural and organic foods in the world and the first certified organic national grocer in the United States. As part of Amazon’s Worldwide Grocery Stores, Whole Foods Market serves customers in over 530 locations across the U.S., Canada, and the U.K. For more information, visit Whole Foods Market.