American parents are constantly told “breast is best” when it comes to feeding babies.
New infant formula startup Bobbie hopes to change that narrative.
As an Irish Catholic, I expected breastfeeding to be special and beautiful, she says.
And choosing infant formula is often framed by health experts asacceptable only in rare exceptions.
And shes formula-fed her third child, whos 7 months old.
Now I look at my three kids, and I cant tell the difference, she says.
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On the one side, a few big formula companieshave a shady historyof marketing formula.
Theyre seen as wanting to drive profits over anything else, Modi says.
[European] standards are higher, Modi says.
And European formulas havent been vetted for nutrition and safety by the FDA.
Therein lies the (other) origin of Bobbie.
It wasnt smooth sailing at first.
Bobbie began selling its European-style toddler (not infant) formula in the U.S. in early 2019.
After less than two weeks on store shelves, the FDAissued a consumer warningfor parents to stop using Bobbie.
The company adjusted the protein levels to mirror breast milk.
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And Modi says that unlike many other U.S. formula companies, Bobbie doesnt use high fructose corn syrup.
I wouldnt feed that to myself, and I wouldnt feed it to my child, Modi says.
Im hoping we can do better.
For now, the company is focused on formula.
Modi also hopes her company can begin to change the conversation around what it means to feed your child.
The company is starting that conversation via its inclusive baby feeding blog,Milk Drunk.
But its the first step of many.
I believe it will be a long journey, she says.
For now, however, Bobbie is the only startup formula on the market.
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