SAN FRANCISCO--(BUSINESS WIRE)--A first-of-its kind, Bobbie Organic Gentle is now available as a new tolerance infant formula for US parents and their babies. Today, Bobbie Labs, the research and development hub of infant formula brand Bobbie, released its second formula since the company’s first product launched in 2021. Both Bobbie’s flagship Organic Formula and its new Organic Gentle are nutritionally complete, comply with all FDA requirements, and meet several benchmark EU guidelines, including for iron and DHA.
Bobbie Organic Gentle is the only American-manufactured, EU-style, organic tolerance product made with 100% partially hydrolyzed whey protein and 100% lactose as the carbohydrate source, a critical choice in a formula category flooded with corn syrup solids. Bobbie’s intentional recipe was designed to bring parents a tolerance formula that features the same carbohydrate source, lactose, as breast milk. Bobbie Organic Gentle is setting new standards for the future of US infant formula as the ONLY gentle formula in the US that is certified organic by both the USDA and EU, and that contains no palm oil, no soy fat blend.
Tolerance formulas are the second fastest-growing infant formula category with 9% year-over-year growth that is expected to surpass the routine category in the next five years [1]. Yet more than 90% of US infant formulas in the tolerance category are lactose-reduced, meaning they include sugars like corn syrup, rice syrup and maltodextrin instead of the carbohydrate predominantly found in breast milk— lactose. There is a myth that if a baby doesn’t tolerate a routine formula that they are lactose intolerant, when in fact it is the size of the milk protein that is often the culprit. Babies are biologically primed to digest lactose, and a true lactose intolerance occurs in less than 1% of babies [2].
Bobbie is proud to offer the only US-manufactured tolerance infant formula that is formulated to support easy digestion, fussiness, gas and crying with 100% partially hydrolyzed whey as the protein source with 100% lactose as the carbohydrate source, like that found in breast milk. Research suggests a benefit of partially-hydrolyzed formulas in supporting improved tolerance over routine formulas [3].
“We knew that better ingredient choices were available, so we found a formula option for more sensitive tummies while preserving the source of carbohydrate to be more like what is found in breast milk. We believe that every ingredient matters. Research shows that existing reduced or non-lactose formulas with corn syrup have potential impact on a baby’s gut microbiome development,” said Christina Berberich, scientist, pharmacist, dietitian and mother. “As the only US infant formula company founded and led by moms, we’re dedicated to the latest science and research and refuse to accept the status quo because this product is for our babies too.”
Like Bobbie’s flagship Organic formula, Bobbie Organic Gentle undergoes over 2,000 quality checks before release. Bobbie Organic Gentle Infant Formula has completed FDA review and is supported by clinical data.
“We have never sacrificed our commitment to high-quality, organic ingredients, and after years of research, we are proud to expand this promise to even more parents and their babies. Our Bobbie Labs team of scientists, pediatricians, dietitians, regulatory experts—all of them parents—were inspired by the most up-to-date research and what they would want themselves as parents,” said Laura Modi, CEO and Co-Founder of Bobbie and mom of three. “I’m proud to bring this new option to American parents because I firmly believe we have a responsibility to uplevel what is often the first food for our babies. But as I have said before, there is no such thing as a bad formula—and we can innovate and provide new options while simultaneously supporting what is accessible and affordable to parents based on their individual needs.”
Bobbie Organic Gentle Overview
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100% lactose as the carbohydrate source: Lactose is the main carbohydrate in breast milk, and we believe it should be in infant formula too.
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100% partially hydrolyzed whey as the protein source: Hydrolyzing protein breaks it down into smaller components which can be easier for babies to digest.
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DHA level that meets EU requirements: DHA is an omega-3 fatty acid that plays a key role in supporting brain and eye development. While there is no US requirement for the amount of DHA added to infant formula, Bobbie Organic Gentle is the only US tolerance formula to meet the EU requirement for this important fatty acid (20mg/100kcal).
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Iron levels that meet US & EU requirements: Iron is a mineral that is critical for transporting oxygen to all cells in our bodies. It’s important that our babies get the right amount—not too much and not too little. Our Gentle product meets both US and EU iron requirements.
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High 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 at HiBobbie.com: Today, 14oz cans are currently available for sale at hibobbie.com for $28/can.
Bobbie Flagship Organic Update
Alongside this new product, the Bobbie Labs team is also announcing an update to its flagship product, Bobbie Organic, making it the first and only USDA- and EU-certified organic infant formula with no palm oil or corn syrup. The updated recipe swaps soybean oil for organic, non-GMO low-erucic-acid rapeseed (canola) oil, rich in unsaturated fats and linolenic fatty acids to support brain health and development. This recipe update was driven by customer requests, with thoughtfully sourced ingredients. Our vision for our flagship Organic Formula has always been and continues to be the most trusted, best-in-class product that empowers parents to feed with confidence.
New Ingredients
- Organic Canola Oil (Fat source, replacing soy oil)
- Organic Canola Lecithin (Emulsifier, replacing soy lecithin)
Sources:
[1] IRI MULO + Natural; last 52 weeks as of 3/1/23
[2] Strzalkowski AJ, Järvinen KM, Schmidt B, Young BE. Protein and carbohydrate content of infant formula purchased in the United States. Clin Exp Allergy. 2022 Nov;52(11):1291-1301. doi: 10.1111/cea.14232. Epub 2022 Oct 19. PMID: 36129802
[3] Vandenplas, Yvan, and Silvia Salvatore. "Infant formula with partially hydrolyzed proteins in functional gastrointestinal disorders." Protein in Neonatal and Infant Nutrition: Recent Updates 86 (2016): 29-37.
About Bobbie:
Bobbie is an Organic Infant Formula company that exists to build a parenting culture of confidence, not comparison, where every parent is supported in the feeding choice that is right for them and their baby. Bobbie launched in 2021 as the first direct-to-consumer, subscription-based infant formula company in the US. Today, Bobbie is the only mom-founded and led infant formula in the country and the fastest growing infant formula to enter the US market since the 1980’s. Bobbie’s recipe is modeled after breast milk and designed to meet the most recent EU nutritional standards for critical ingredients like DHA and iron, while also complying with all FDA nutritional standards for infant formula. Bobbie is focused on providing a purposefully sourced, USDA Organic infant formula with Organic Valley milk from pasture raised cows. It was the first-ever infant formula to receive the Clean Label Project Purity Award and certification as a Pesticide-Free Product. Bobbie was founded in 2018, is based in San Francisco, and is venture backed. For more information on Bobbie, visit www.hibobbie.com, and follow Bobbie on Instagram @bobbie.
Gentle is a registered trademark. Used under license from PBM Nutritionals, LLC.
