Bobbie Announces First-Ever Inflation Proof Pricing to Tackle Rising Costs Impacting American Families

Mom-founded and led infant nutrition company reduces prices by 15% and introduces inflation-proof pricing as they commit to subscribers that their costs will not change even when the economy does

HEATH, Ohio--(BUSINESS WIRE)--Bobbie, the only mom-founded and led infant nutrition company, today announced a sweeping 15% price reduction for its classic Organic Infant Formula available online, in Target and Whole Foods nationwide. The price reductions are an active step on behalf of the mom-led company to support families who are experiencing rising costs of living and is only possible a year and a half after acquiring their own U.S. manufacturing facility which allows cost savings to be passed along directly to customers.

In addition to addressing financial pressures on parents, Bobbie’s decision reflects its commitment made when they launched four years ago to become more affordable as they scale without ever compromising the quality of their Organic products.

Over the past four years, Bobbie has grown to serve over 500,000 families nationwide with its best-in-class Organic-led formulas. With this growth, the company has identified efficiencies at scale, supported by investments in its state-of-the-art manufacturing facility in Ohio. These efficiencies now allow Bobbie to pass savings directly to parents during a time when they need it most.

“As an American company supporting U.S. parents, we want to do what we can to pass along any savings to parents who are getting hit on every consumer good and the cost of living. As a mother-founded company and a mom of four myself, I understand the challenges families face firsthand and lowering prices is just one way we can make life a little easier for parents who shouldn’t have to choose between cost and quality when feeding their babies,” said Laura Modi Bobbie CEO and Co-Founder. “We continue to prioritize safety, innovation and resilience and our community of incredible parents above all else.”

Inflation has touched every aspect of American life, with costs of goods up 2.6% on average this year alone and formula prices increasing more than 20% in the last two years. Recognizing the pressures this places on new parents in particular, Bobbie is stepping up to offer its best-in class Organic infant formula at a more affordable price – without compromising the safety and integrity of its products. Bobbie’s inflation-proof subscription model for all three of its formulas ensures that once parents subscribe, their pricing remains locked for the entirety of their feeding journey, even if prices increase during their subscription window.

“We understand that formula is not a nice-to-have, it’s a critical good that parents carefully budget for in order to be able to feed their babies a product they are confident in,” said Modi. “We are making a commitment to our customers that your price will never go up during your entire year long subscription because no one deserves an unexpected price hike on the sole source of nutrition for your baby's food. Not only will we not raise your prices, we will commit to dropping them if our costs go down, which is what we are doing today for our entire community of subscribers,” Modi added.

“When you subscribe to us, we subscribe to you,” was a promise made by Bobbie to its customers during the 2022 baby formula shortage to prioritizing existing customers. Bobbie temporarily stopped taking new subscription orders to ensure that existing customers would have formula until the end of their feeding journey. They were the only U.S. formula company whose customers did not face a shortage. Today’s guarantee is an extension of that commitment.

Bobbie’s commitment to supporting parents is also demonstrated in their new Community Caretakers program which offers a 50% discount on formula for teachers and first responders in the U.S. This is an addition to their advocacy and social good arm, Bobbie for Change, which is committed to tackling larger systemic issues affecting the parenting space by advocating for policies that incentivize domestic production and push for innovation and investment in American-made products.

About Bobbie

Bobbie is the purpose-driven organic pediatric nutrition company that exists to build a parenting culture of confidence, not comparison. Founded in 2018, Bobbie hit the market with its flagship European-inspired formula in 2021 as the first direct-to-consumer, subscription-based infant formula in the U.S. Today, it’s proud to be the only mom-founded and led infant formula brand in the world, and the fastest-growing in the U.S. since the 1980s. Bobbie is focused on providing purposefully sourced, USDA Organic products made with simple ingredients – crafted right here in America, for American families. For more information, visit www.hibobbie.com.