Infant Feeding Company Bobbie Expands Into Services with The Feeding Room

Industry-First, Free Lactation Support, Powered by NAPS, the team of Registered Nurses, Nurse Practitioners, IBCLCs, and moms

HEATH, Ohio--(BUSINESS WIRE)--Bobbie, the mom-founded and led infant feeding company announces its expansion into services with The Feeding Room – industry-first, lactation support that meets parents in their reality. Powered by the NAPS (Newborn and Parenting Support) team of IBCLCs, Registered Nurses, Nurse Practitioners, and moms, this groundbreaking educational hub provides expert-led feeding support for all feeding journeys, be it breast, bottle, or both. Free of charge and open to all – Bobbie customer or not – at The Feeding Room, our door is always open.

As the only mom-founded and led infant formula brand in the U.S., Bobbie is proudly stepping beyond infant feeding products and into services. The Feeding Room bridges the gap between lactation support and formula feeding to reimagine holistic support for combo feeding parents. This first-of-its-kind, customized education destination pulls together a library of expert-led tutorials from IBCLC’s, nurses, and infant nutritionists, alongside access to personalized IBCLC lactation support, topic-based live webinars and dozens of vetted articles on all things feeding.

NAPS (newborn and parenting support) was founded by Registered Nurses and IBCLCs Jamie O’Day and Emily Silver in 2011, to redefine parental support and provide education through prenatal, postpartum and early childhood, combining their professional expertise with their experiences as moms. NAPS has a team of more than 40 nurses, maternal healthcare experts, and healthcare professionals, supporting more than 2,000 families annually. They provide trustworthy, uncensored advice, so parents can make decisions that are right for their family. Combo-feeding parents have reported less stressful, extended breastfeeding journeys with their support.

The Feeding Room’s complimentary and robust educational hub is customized for modern parents seeking in-depth, realistic, and non-judgemental feeding education, including:

• On-Demand Video Support: Breastfeeding and formula feeding education in one place? Groundbreaking, but it shouldn’t be. Get unlimited access to expert-led educational videos and articles on breast, formula, and combo feeding.
• IBCLC-Led Office Hours: Receive live lactation support from the co-founders of NAPS at our IBCLC-led office hours. Get answers on how to maintain your milk supply, create a pumping schedule, find out what flange size to use, and more.
• Expert-Led Live Sessions: Find a topic (like infant sleep schedules, baby-led weaning ,or postpartum support), book a time, and join fellow parents just as you are – unshowered, between meetings, baby on your lap.

“Parents don’t need guilt, they need guidance,” said Emily Silver, Co-Founder of Nurture by Naps and Mom of three. “Together with Bobbie, we’re breaking down the outdated notion that parents have to choose one feeding method over another. This partnership is about empowering families with the support and education they need—on their terms.”

As a trailblazer in the infant feeding space, Bobbie is on a mission to neutralize the feeding wars and shift the conversation toward informed, judgment-free feeding choices. But this isn’t the reality for most parents today. We know that 70% of formula feeding parents are combo feeding, but feeding education is too often rooted in a ‘this or that’ approach that leaves parents feeling like it’s formula versus breastfeeding. A recent Bobbie customer survey found that 83% of combo-feeding parents said combo-feeding helped to extend their breastfeeding journey –illustrating the fact that combo feeding is an incredible tool in many parents' feeding toolkits. However, when it comes to lactation support, 28% of parents who sought lactation support said they felt shamed or guilted about combo feeding or using formula. The Feeding Room aims to bridge this gap with research-backed guidance, expert-led advice, compassion, and a commitment to informed choice for all parents, no matter how they’re feeding.

“Navigating feeding in year one of parenthood is one of the most vulnerable, daunting experiences imaginable. It’s why I founded Bobbie in the first place – when I couldn’t find an infant formula I trusted, I created it. Fast forward to today – when we couldn’t find the supportive combo-feeding education we wanted as parents ourselves, we created it alongside those who know best, IBCLCs” said Laura Modi, CEO and Co-Founder of Bobbie. “As a company founded and led by moms, we are developing the resources, tools, and ‘village’ we wish we had – it’s something all parents deserve and while it’s an industry first, it absolutely shouldn’t be. There’s nothing controversial about meeting parents in their reality.”

The Feeding Room is a natural evolution of Bobbie’s promise to support all feeding journeys brought to life. Our door’s always open; visit us at: www.thefeedingroom.com.

About Bobbie:

Bobbie is the purpose-driven organic infant feeding 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 hibobbie.com.