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Infant formula company Bobbie has launched a new product that the company claims is a first for the US market.

According to the company, the Bobbie Organic Whole Milk Infant Formula is the only routine infant formula manufactured in the United States that is both USDA Organic certified and made with whole milk.

The product is the result of three years of development by Bobbie Labs, the company’s research and development division. It is produced at Bobbie’s manufacturing facility in Heath, Ohio.

Organic and whole milk-based formulas represent a small share of the US market – only 7% of formulas sold are organic, and just 4% are made with whole milk. Bobbie’s new formula is designed to address that gap, offering a product that meets USDA and EU Organic standards, without the use of palm oil or soy-based fats.

The formulation is based on whole milk fat, rather than relying heavily on added vegetable oils. It includes milk fat globule membrane (MFGM), a component found in breast milk linked to cognitive and immune system development. The formula also contains choline and high levels of DHA, an omega-3 fatty acid that supports brain development.

Bobbie says the formula undergoes more than 2,000 quality and safety checks before being released to market. The company’s full ownership of its manufacturing process enables it to maintain control over quality, supply and innovation.

Laura Modi, CEO and co-founder of Bobbie, said: “This recipe, the first USDA Organic whole milk infant formula in the world, is the epitome of my why behind Bobbie. It’s a dream formulation that represents much more than what’s inside the can (though I’m very proud of that as well) – it is about pushing the nutritional standards forward, reimagining how we feed babies in the US, and making America the gold standard in infant nutrition.”

The product is now available for purchase online via the brand's website for $28 per 14oz can, with retail availability expected later this summer.