# Bobbie

[hibobbie.com](https://hibobbie.com) · [HTML profile](https://consumer-brand-index.vercel.app/brand/bobbie)

> European-style organic baby formula.

- Categories: [Baby](https://consumer-brand-index.vercel.app/category/baby), [Beverage](https://consumer-brand-index.vercel.app/category/beverage)
- Commerce platform (measured): shopify

> Data note: every section below is source-tagged and most of the current
> dataset is generated sample data — not factual claims about this brand.
> Only sections whose provenance line says `real data` reflect a live
> source. See [methodology](https://consumer-brand-index.vercel.app/methodology.md).

## Identity

Organic, European-style infant formula maker founded by mothers, sold via subscription and later brought onto retail shelves.

Social profiles: [tiktok](https://tiktok.com/@bobbie) · [instagram](https://instagram.com/hibobbie)

_Source: context_dev · sample data · fetched 2026-10-15_

## What they sell

Organic, European-style infant formula sold as a subscription, extended into a Gentle formula and toddler nutrition.

Price range: $24–$43 USD · ~5 SKUs

| Product | Price |
| --- | --- |
| Organic Infant Formula | $43 |
| Gentle Organic Formula | $43 |
| Ready to Feed Formula | $24 |

_Source: context_dev · sample data · fetched 2026-10-15_

## Tech stack

- Email & SMS: [Klaviyo](https://consumer-brand-index.vercel.app/tool/klaviyo)
- Platform: [Shopify Plus](https://consumer-brand-index.vercel.app/tool/shopify-plus)
- Subscriptions: [Recharge](https://consumer-brand-index.vercel.app/tool/recharge)
- Tracking: [Google Analytics 4](https://consumer-brand-index.vercel.app/tool/google-analytics-4), [Meta Pixel](https://consumer-brand-index.vercel.app/tool/meta-pixel)

_Source: webappanalyzer · real data · fetched 2026-08-27_

## TikTok content

Their biggest bet doesn't pay off: Text-on-screen claim runs 20% of output at 0.75x median views, while Authority open does 2.20x on just 15%.

@@hibobbie · 42K followers · ~1.2 posts/week

Top topics: formula ingredient talk (42%), feeding transitions (27%), founder story (12%), customer testimonials (19%)

_Source: gemini · sample data · fetched 2026-10-15_

## Ads

European-style formula subscription messaging scaling on Meta and Google as newborn-stage demand grows.

105 active ads (meta 62, google 30, tiktok 13) · velocity: accelerating

_Source: foreplay · sample data · fetched 2026-10-15_

## Hiring

Hiring across multiple functions — scaling posture.

9 open roles · 9 Other

_Source: job_boards · real data · fetched 2026-08-27_

## Funding

Raised well over $100M across rounds to scale FDA-regulated infant-formula manufacturing capacity.

Total raised: $130M

_Source: nyne · sample data · fetched 2026-10-15_

## In the news

Story clusters from the last ~84 days:

| Date | Story | Type |
| --- | --- | --- |
| 2026-08-04 | [Bobbie raises new capital to expand its organic formula manufacturing](https://retaildive.com/bobbie-formula-manufacturing-raise) | funding |
| 2026-06-22 | [Bobbie's organic formula lands on shelves at a national retailer](https://businessinsider.com/bobbie-formula-retail-shelf-expansion) | retail_expansion |
| 2026-05-11 | [Bobbie rounds out its lineup with a stage 2 toddler formula](https://fooddive.com/bobbie-stage-2-toddler-formula-launch) | product_launch |
| 2026-03-30 | [Bobbie's founder on rebuilding parent trust after the infant formula shortage](https://forbes.com/bobbie-founder-formula-shortage-trust) | other |

_Source: gdelt · sample data · fetched 2026-10-15_

## See also

- [Interactive profile (HTML)](https://consumer-brand-index.vercel.app/brand/bobbie)
- [All brands](https://consumer-brand-index.vercel.app/brands)
- [Methodology](https://consumer-brand-index.vercel.app/methodology.md)