Bobbie, a pediatric nutrition company founded and led by mothers, has announced the retail expansion of its USDA Organic certified and American-made infant formulas to Whole Foods Market locations nationwide. Bobbie’s Organic and Organic Gentle Infant Formulas will now be available in approximately 500 Whole Foods stores, addressing the rising demand for high-quality, USDA Organic baby formula.
Bobbie’s unique recipe is notable for being the only USDA Organic and EU Organic Certified formula that complies with both EU nutritional standards and FDA requirements. This provides parents looking for a European-style infant formula with a safe, regulated option produced in the United States.
While all infant formulas sold in the U.S. must meet basic nutritional needs, Bobbie emphasizes quality through careful ingredient sourcing. The company uses organic milk from grass-fed cows sourced from American family farms, supporting small-scale agriculture. Their expeller-pressed organic fat blend is processed without solvents or hexane and is grown without persistent pesticides. Additionally, their DHA is derived from microalgae rather than fish, making it a sustainable choice; it’s also the only U.S. infant formula that meets EU DHA standards, as the U.S. does not mandate DHA in infant formulas.
“At Bobbie, we believe that Formula is Food. Just as we set a new standard for American formulas rooted in simple, organic recipes, Whole Foods has elevated sourcing and selling organics in the U.S. Their decision to stock Bobbie on their shelves reflects our shared commitment to high food standards. For us, this begins with what is often a baby’s first food: formula,” stated Laura Modi, CEO and Co-Founder of Bobbie. “As Whole Foods champions quality and transparency for shoppers, we empower parents to understand the ingredients in their baby’s formula and their origins. With Bobbie available at Whole Foods across the country, we can provide more parents access to our Organic formulas, already trusted by hundreds of thousands of families in the U.S.”
Bobbie sets rigorous quality standards and is proud to be the first infant formula brand to earn both the Clean Label Project Purity Award and certification as a Pesticide-Free product. Whole Foods Market, known for its mission-driven focus and commitment to providing high-quality natural and organic foods while sourcing locally when possible, aligns perfectly with Bobbie’s dedication to quality nutrition and simple ingredients.
“Whole Foods Market is excited to welcome Bobbie to our family,” said Yesenia Juergens, Family Care Principal Category Merchant at Whole Foods Market.
This expansion marks Bobbie’s second major retail move, following two years of exclusive sales at Target stores nationwide. The company’s online subscription model was the first of its kind in the industry, serving over 500,000 parents.
Since launching in January 2021, Bobbie has experienced rapid growth, selling four times more product than anticipated in its first year, making it the fastest-growing American infant formula company. Today, Bobbie nourishes babies across all 50 states and aims to cultivate a parenting culture focused on confidence rather than comparison, supporting all feeding journeys.
Whole Foods Market shoppers can find Bobbie products in most stores across the country, including the new Whole Foods Market Daily Shop concept store that opened in September in 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.
