Bobbie Labs, the R&D division of the infant formula brand Bobbie, has announced its plans to launch its new Bobbie Organic Whole Milk Infant Formula, in April this year.
The product, Bobbie Labs’ fourth baby formula, will be the first and only USDA Organic Whole Milk infant formula in the US market and meets both USDA and EU standards.
The new Bobbie Organic Whole Milk formula is produced at the brand’s advanced manufacturing facility located in Ohio.
It is the only manufacturing facility dedicated to producing USDA Organic Whole Milk infant formula in the US.
Bobbie CEO and co-founder Laura Modi said: “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, paediatricians, dietitians, and 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.
“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 Labs has developed a formula that closely resembles breast milk, incorporating naturally occurring milk fat globule membrane (MFGM) derived from organic whole milk.
MFGM is a component found in breast milk, associated with cognitive benefits and immune system support in infants.
The new baby formula also contains choline and high levels of DHA, which support infant brain development.
The Bobbie Organic Whole Milk infant formula is free from palm oil and soy fat blend, to address consumer demand for clean ingredient profiles in infant nutrition.
According to the company, the new formula undergoes over two thousand safety and quality checks at its manufacturing facility in Ohio, before reaching consumers.
Bobbie R&D, regulatory affairs vice president Christina Berberich said: “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.
“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, fertilisers, 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.”
