Baby formula is getting a Millennial makeover. After finding themselves overwhelmed with baby formula choices and disappointed in their high-sugar, low-nutrition ingredients, two former Airbnb employees and Silicon Valley moms decided to shake up but $4 billion industry with Bobbie, a new formula brand that “wouldn’t leave me with even more mom guilt,” as co-founder Laura Modi put it. Decidedly Millennial, Bobbie is a venture-backed, “European-style” formula, which features pasture-raised, organic ingredients, and is delivered to parents’ doors complete with a “soothing Key-lime-green font.” Launched last year, the brand comes along during a national baby formula shortage, which has made life difficult for many Millennial parents. Meanwhile, the brand speaks to Millennial parents’ all-natural and minimalist branding aesthetics. (NY Mag)
