Bobbie, the American-founded, European-style USDA Organic infant formula, today announced it is launching exclusively at Target. Just 18 months after launching as the first direct-to-consumer infant formula brand, Bobbie will be available at the majority of Target stores across the country and on Target.com within the next several weeks.

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“Introducing a completely differentiated Organic infant formula into the market is the near and long-term solution American families need and deserve. There’s nothing more important than making sure our babies are fed and nourished.”

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As an American-founded infant formula, Bobbie is USDA Organic, made with Organic Valley grass-fed milk, sourced from pasture-raised cows across 45 small, family-owned American farms that prioritize quality and sustainability. Bobbie prioritizes rigorous quality standards and unprecedented clean-certification as the first-ever infant formula to receive both the Clean Label Project Purity Award and certification as a Pesticide-Free product.

“As a mom first and a CEO second, I know firsthand there has never been a more critical time to get more infant formula on shelves,” said Laura Modi, CEO and Co-Founder of Bobbie, and mom of three. “Introducing a completely differentiated Organic infant formula into the market is the near and long-term solution American families need and deserve. There’s nothing more important than making sure our babies are fed and nourished.”

Bobbie represents a new generation of formula that American parents have been demanding, holding itself to the highest standards while bringing peace of mind to U.S. families. As the infant formula shortage continues, Bobbie is proud to expand accessibility to shelves across the country, providing parents with an America-manufactured, organic European-style recipe. Bobbie’s new availability in Target is a thoughtful, long-term solution to the need for increased market diversification and high quality options in the U.S. infant formula industry.

Bobbie launched in January 2021, selling 4x greater than forecasted in its first year, making it the fastest-growing infant formula in the U.S. since the 1980s. Bobbie is also available at www.hibobbie.com. Today, Bobbie’s subscription customer base is over 70,000, serving families in every state across the country; and since 2021, over 100,000 babies have relied on Bobbie for their essential daily nutrition. Bobbie is eager to nourish even more babies while continuing to build a parenting culture of confidence, not comparison, that supports all feeding journeys.

Offering a European-style, USDA Organic option that meets FDA requirements to retail shelves brings Bobbie back to its origin story with a new channel of discovery. Co-Founder and CEO Laura Modi was first inspired to start Bobbie after the birth of her first child when she found herself standing in the aisle of a store, holding a screaming infant, and fighting fever and chills brought on by mastitis. Disappointed with all the options before her, she was struck with a mother’s intuition that there had to be a better option – and so Bobbie was born. Now officially on shelves in Target stores across the country, direct-to-consumer subscription sales will continue to serve as the foundation of the business, but the brand is excited to reach more customers in their local neighborhoods, in-aisle. Bobbie has come full circle.

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Bobbie will be available in the majority of Target stores across the country and on Target.com beginning in July. Available in two sizes, featuring the original 14.1 oz can for $25.99 and a new 23.9 oz can for $41.99.