Questions

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What's in Bobbie?

What’s in it: 99% of Bobbie consists of six key ingredients; skim milk, whey, RSPO palm oil, rapeseed oil, sunflower oil, and lactose. The other 1% consists of DHA, ARA, multi-strain probiotics (Bifidobacteria), and additional vitamins and minerals to help support growth and development. 95% of our ingredients are sourced from EU certified organic suppliers.

What’s not in it: Bobbie does not contain any corn-based or soy-based ingredients. Bobbie does not contain any genetically engineered ingredients. We’ve also excluded maltodextrin and lactose substitutes, like brown rice syrup, in addition to other controversial ingredients.

Full list of ingredients: Organic Skim Milk, Organic Whey Powder (Partly Demineralized), Organic Vegetable Oils (Organic RSPO Palm Oil, Organic Rapeseed Oil, Organic Sunflower Oil), Organic Lactose, Organic Skim Milk Powder, Whey Protein; LESS THAN 1% OF: Oil from Mortierella Alpina, Tuna Oil, Calcium Carbonate, Sodium Chloride, Potassium Chloride, L-Tyrosine, Vitamin C (L-ascorbic acid), L-Tryptophan, Bifidobacteria Cultures (Bifidobacterium breve, Bifidobacterium bifidum, Bifidobacterium infantis, Bifidobacterium longum), Iron (Ferrous Lactate), Zinc Sulfate, Vitamin E (DL-alpha Tocopheryl Acetate), Ascorbyl Palmitate, Niacin (Nicotinamide), Pantothenic Acid (Calcium Pantothenate), Copper Sulfate, Vitamin A (Retinyl Acetate), Vitamin B1 (Thiamine Mononitrate), Vitamin B6 (Pyridoxine Hydrochloride), Manganese Sulfate, Potassium Iodate, Folic Acid, Vitamin K1 (Phytomenadione), Sodium Selenate, Vitamin D3 (Cholecalciferol), Biotin.

Note: Our organic ingredients have been certified in the EU.

 

Is Bobbie organic?

Bobbie is made with ingredients that have been certified organic in the EU. Manufactured at a world-class facility in Germany, our formulation has also been certified organic in the EU, guaranteeing high food quality.

We source more than 95% of our ingredients from organic suppliers. Organic farming is strictly regulated in Europe and has a limited impact on the environment as it encourages the responsible use of energy and natural resources, while also encouraging a high standard of animal welfare.

What do you mean by grass-fed?

Bobbie’s main organic ingredient is grass-fed dairy. This comes from cows on small-scale farms that graze on fertilizer-free, green fields in Germany.

USDA organic standards require that cows be pasture-raised for four months (120 days) a year, but Bobbie goes far beyond this as nutrient-rich grass is our cows' primary source of food throughout the year. When grazing isn’t possible or humane, for example during cold winters, the cows eat grass in the form of silage or hay. They are not fed corn or grains.

Does Bobbie contain corn syrup or soy?

No, Bobbie does not contain any corn-based or soy-based ingredients. We’ve also intentionally excluded any questionable ingredients.

What type of sugar is in Bobbie?

Bobbie contains the same type of natural sugar found in milk, lactose.

Does Bobbie contain any genetically engineered ingredients?

No, our Companion Formula does not contain any genetically engineered ingredients.

Where are your ingredients sourced from?

Bobbie’s primary ingredients are sourced from suppliers that have been certified organic in Europe. Our RSPO palm oil comes from South America and West Africa. Our other ingredients (less than 1% of our Companion Formula's composition) come from diverse regions (US, Asia) based on supplier and ingredient integrity.

What’s special about Bobbie’s unique blend of multi-strain probiotics?

Bobbie is packed with live beneficial bacteria to support your little one’s immunity and gut health. Multi-strain probiotics mean there is more than one type of good bacteria in our Companion Formula, which makes it pretty unique and special.

Bobbie has four different types of Bifidobacteria probiotics - B.breve, B.bifidum, B.infantis, and B.longum - that have all been well researched and proven to provide immune benefits.

Does Bobbie contain iron?

Bobbie delivers .79 mg per 100 kilocalories (.53 mg per 100 ml). This occurs both naturally and has been supplemented to satisfy the dietary needs of healthy little ones, while avoiding digestive issues, a metallic taste, and quick spoilage.

What’s so great about lactose?

Lactose is the most abundant sugar that occurs naturally in milk. It is broken down into simpler sugars by bacterial enzymes and used up to generate energy in your little one’s body. It also feeds healthy gut bacteria and stimulates them to produce lactic acid, a potent antimicrobial; more lactose stimulates more good bacteria in the gut.

Lactose is also naturally less sweet than corn syrup. To top it off, lactose helps in the absorption of calcium and other minerals.

What’s so great about Bobbie?

Made without either corn-based or soy-based ingredients, Bobbie is the first toddler formula of its kind on the US market. While many others use sweeteners like corn syrup solids, brown rice syrup, or maltodextrin, the only sugar in Bobbie is lactose, which is naturally occurring in milk.

Our Companion Formula is also made with both organic ingredients and grass-fed dairy, while others are only one or the other.

We source our milk from small-scale farms in Germany that advocate for high standards in animal welfare and hygiene practices. Our choice of ingredients and multi-strain probiotic combination of Bifidobacteria also set us apart from similar products on the European market that only include a single-strain (Lactobacillus) probiotic. 

Does Bobbie contain protein?

Yes, the protein in Bobbie is 100% cow’s milk-based with a 60 to 40 ratio of whey to casein.

How is Bobbie sustainable?

All of our ingredients are sourced sustainably, including our Roundtable on Sustainable Palm Oil (RSPO) certified organic palm oil. Our partners and suppliers are committed to using environmentally-friendly practices that protect natural resources and reduce damage to the environment.

What is toddler formula?

Toddler formulas are intended for consumption by children that are 12 months and older. In the US, toddler formula is categorized as a food, distinct from infant formulas which are subject to separate specific requirements.

Where and how is Bobbie manufactured?

Bobbie is made at a world-class facility in Germany using closed-loop manufacturing to ensure high quality and safety standards. We use nutritious ingredients from pristine sources in our certified EU organic formulation.

Is Bobbie recommended by medical experts?

Bobbie is supported by a number of well-regarded medical experts.

What does Bobbie taste, look, and smell like?

Our main ingredient is grass-fed cow's milk—a.k.a. one of the most delicious and nutrient-rich types of milk in the world. This gives Bobbie a pleasantly sweet and creamy taste, and also a subtle yellow color. It has a thin, smooth consistency. Bobbie smells mildly milky—no strong, chalky, artificial or fishy odors here! We encourage you to try it yourself.

I lost my scoop, help!

Don’t panic, it happens. One scoop measures 4.4 g or 0.16 oz of powder. For your convenience, you’ll find a new scoop in each box.

How do I store Bobbie and keep it fresh?

Bobbie comes in foil bags nestled inside a simple cardboard box. Once opened, roll the foil bag tightly closed after each use. You could also secure the bag with a clip or place it in a clean airtight container.

Store in a cool, dry place such as your kitchen cupboard. Use Bobbie within one month of opening the bag.

Remember to check the use by date stamped on the front of each foil bag or the bottom of each box, and do not use unopened products beyond that date.

How do I prepare Bobbie?

We recommend using cool, boiled water. We know many parents use alternatives but cool, boiled water is safest. Good hygiene is critical so remember to keep your bottle and preparation area clean and sterilized too.

Pour the required number of ounces of water into your toddler's bottle or cup. Add one scoop of Bobbie for each ounce of water. Shake vigorously for smooth results. Discard any used milk within one hour of preparation.

I don’t know when my bag is expiring?

Each Bobbie foil bag is stamped with an expiration date. It’s also printed on the bottom of each box.

How can I set up my subscription?

To set up your subscription, go to our Shop page. Choose your desired bundle size on the right and click Monthly. Follow the steps to complete your purchase.

Which bundle should I order?

See below for our recommendation on which bundle to order based on how many ounces of Bobbie you plan to give your toddler each day. If you are planning to use more Bobbie this month, we recommend ordering one bundle size up!

How many boxes will I receive in each bundle?

Our bundles come in three sizes: 2 boxes, 4 boxes, and 8 boxes. We know that feeding needs change. Once you subscribe, you’ll receive an email reminder before each shipment (every four weeks), confirming your delivery details, including the bundle size, to give you time to modify your order. See the table in the answer to the question above to help you determine how many boxes you need.

How do I change or cancel my order?

To modify or cancel your subscription, log into your Account in the upper right-hand side of the home page and click Manage Subscriptions. Choose the order you’d like to modify or cancel.

To modify or cancel your one-time order, please contact us at info@hibobbie.com and we will do our best to or modify it if it isn’t already on its way to you.

How long must I wait for my order?

Your first order will typically arrive one to three business days after your purchase date, depending on where you live in California. Orders placed by 12pm will ship same day. After that, your Bobbie will be shipped every four weeks.

How long does a box last?

This all depends on how much your toddler consumes. For our recommendation on how much to order, see the table in an answer above. Each box is also printed with an expiry date that is typically up to 18 months after production.

Can I make a one-time purchase of Bobbie?

Yes, you don’t need to subscribe to buy Bobbie, but it’s worth noting a subscription comes with savings.

Where can I buy Bobbie?

Right now, Bobbie is only available for purchase in the San Francisco Bay Area through our website. We will be available nationally later this year.

We’re also open to chatting about retail opportunities. If you’re interested in partnering with us, drop us a note at info@hibobbie.com.

How often will I receive my delivery?

Once you subscribe, you’ll receive your chosen bundle every four weeks. If you need an emergency delivery, please reach out at info@hibobbie.com. Although we cannot guarantee faster delivery, we will do our best to get you the same or next-day delivery. There may be an additional charge for this service.

Can I recycle the packaging?

Bobbie strives to use eco-friendly materials wherever possible. Our boxes are made from recycled cardboard and are recyclable as well.

Our interior foil bags are designed to keep your little one’s formula fresh and safe, and may not be recycled. Foil bags are common in food and pharmaceutical packaging because aluminum foil provides a complete barrier to bacteria, light, oxygen, and moisture. 

We continue to explore ways to evolve our packaging to be even more sustainable.

When will Bobbie be available nationally?

Bobbie is currently working toward infant formula approval in the US. Sign up to stay in the loop of our launch plans.

Is the pilot launch to the SF Bay Area still going on?

Bobbie is currently paused for sales in the San Francisco Bay Area. We're working toward infant formula approval in the US. Sign up to stay in the loop of our launch plans.

Will Bobbie be suitable for infants?

Bobbie is working to obtain approval to launch as infant formula, suitable for babies 0 to 12 months of age.

What happened with the FDA?

After a pilot launch to the SF Bay Area, the FDA asked Bobbie to either update its marketing to be a toddler formula, or to retrieve infant formula approval to continue being the voice for modern-day parents. We chose the latter. Read Our Response for more information.

How does Bobbie give back?

We believe all new parents deserve support and resources to help their families thrive. That's why Bobbie is proud to donate to the Homeless Prenatal Program. Our funding helps support the program in providing critical prenatal education and parenting classes that lead to increased healthy birth outcomes and improved maternal and infant health and well-being. 

Where did the name Bobbie come from?

Bobbie is what our CEO Laura’s baby girl affectionately called her bottle so we think it’s the perfect name for our company.

Is Bobbie recommended by medical experts?

Bobbie is supported by a number of well-regarded medical experts.

How can I contact Bobbie?

Email info@hibobbie.com or call us 855-690-4800 from 9am-5pm PDT Monday-Friday.


For press and media enquiries, email press@hibobbie.com.

Infant Formula

The EU

 

 

The desire for stricter standards and better ingredients. 

The two most common responses from parents asked about the merits of European formula are stricter standards and better ingredients. And these go hand-in-hand.

To illustrate this, a couple of examples come to mind.

  • The restriction on sugar sources. The US doesn’t restrict corn syrup in infant formula, so it can be used to make up 100% of the carbohydrate. Meanwhile, the EU strictly limits corn syrup to less than 50%.
  • Tighter nutrient ranges. US infant formula is allowed to have almost double the iron concentration permitted in the EU. The US range is between 0.15–3.30 mg/100kcal iron, while the EU’s is 0.3–1.7 mg/100kcal iron.

After studying everything imaginable about this industry for the last few years, I’ve realized the choice of certain ingredients and the quantity of those ingredients is what sets brands apart and ultimately, why European formula is so sought after.

The US

The dilemma of why there are not more (desirable) options

To be regarded as an infant formula in the US, there are many requirements. One major bottleneck is, ‘Who will manufacture the formula?’ This is not like a granola bar where there are countless facilities who will whip up your product with favorable terms.

  1. Limited facilities: There are only 4 contract manufacturing facilities that make formula compared to a list of 80 who make baby snacks.
  2. Limited capacity: Priority is given to larger customers who have the capital to meet the multi-million dollar minimum orders.
  3. Defined supply chain: These facilities have preexisting contracts with suppliers that make it difficult to switch ingredients or sources.

Why aren’t there more options? Primarily because infant formula is regulated much more strictly than food, with ‘additional steps’ that manufacturers must adhere to — and many don’t want to go through the process. There’s no real pressure coming from the public because they’re turning elsewhere: if the black market didn’t exist, we might be seeing a different landscape in the US. Then again, if the black market was shut down we’d be hearing a resounding uproar from parents.


I believe that parents have never been in a better position to lead. I believe that regulators need to step up and listen to the community. I believe that newcomers are essential for incentivizing industry growth. I believe that silence is not an option. I believe that advocacy is a responsibility. And I believe nothing is impossible.




The big takeaway:

The EU and the US have separate regulatory standards when it comes to producing and selling formula. This pertains to everything about it — from how you manufacture, to even the labeling. While on the surface they may appear similar, there are nuances that prevent formula from being easily transferable from one place to the other, legally.


I’m comparing the EU and US formula market in this write up, to simply paint the picture of the growth we have ahead in the US. I’m not proposing that the US should have European formula readily available. I’m saying that how we view European quality, with better ingredients, tighter standards should be indisputably, unequivocally how we view our formula here in the US too. It’s ridiculous that baseline European quality is perceived as a premium, exclusive product in the US. 


This industry doesn’t always have the best reputation: It’s complex and majorly controversial. We exist to change that. We are partnering with the regulators and manufacturing groups to drive the needed change this industry and know it will move us all forward. 



In Summary: I believe that parents have never been in a better position to lead the charge. I believe that regulators need to step up and listen to the community. I believe that newcomers are essential for incentivizing industry growth. I believe that silence on the topic is not an option. I believe that advocacy is a responsibility. And I believe nothing is impossible.

Excited and never more determined.

Laura

Co-Founder/CEO Bobbie.

Where has Bobbie been featured?