Have you ever walked into a store, clutching a product you desperately need, yet feeling a wave of embarrassment wash over you? For many parents, this is the reality of buying infant formula—a product vital for nourishing their babies but shrouded in societal judgment. One woman, a mother of four and a trailblazing CEO, is on a mission to change that narrative, disrupt a stagnant industry, and advocate for families everywhere. Her name is Laura Modi, and her company, Bobbie, is rewriting the rules of the infant formula market.
A Vision Born from Personal Experience
Laura Modi’s journey into revolutionizing the infant formula industry began with a deeply personal moment. As a new mother, she stood in a pharmacy aisle, clutching a can of formula, hoping no one would notice. The stigma around formula feeding weighed heavily on her, a feeling many parents share. That moment sparked a question: why hasn’t this essential product evolved in decades, and why does it carry such a burden of shame?
Modi, a former executive at a major tech company, saw an opportunity not just to innovate a product but to shift an entire cultural conversation. In 2018, she co-founded Bobbie, a company focused on creating high-quality, organic infant formula while championing parents’ choices. Her vision was clear: make formula a source of pride, not guilt, and challenge the market’s entrenched players.
Breaking the Duopoly: A Market in Need of Change
The infant formula market in the United States has long been dominated by two major players, creating what experts call a duopoly. In 2022, these two companies controlled nearly 70% of the market through government contracts alone, with their share likely even higher in retail sales. This lack of competition has stifled innovation, leaving parents with limited options and outdated products.
The formula market hasn’t changed in decades. While snack bars and sodas evolve, formula remains stuck in the past.
– Industry innovator
The risks of this market concentration became glaringly apparent during the 2022 formula shortage, when a major manufacturer’s recall and subsequent production shutdown left shelves empty. Parents scrambled, and the nation faced a stark reality: a critical product for infants was dangerously scarce. For Modi, this was a wake-up call. Bobbie stepped up, scaling production to meet demand and proving that smaller players could make a big impact.
But breaking into a market dominated by giants isn’t easy. The formula industry is highly regulated, with standards akin to pharmaceuticals. Bobbie’s response? Build a state-of-the-art manufacturing facility in Ohio from scratch, ensuring safety and quality while challenging the status quo. This move wasn’t just about production—it was about proving that innovation and resilience could coexist in an industry long overdue for change.
Redefining Formula Feeding: Quality and Advocacy
Bobbie isn’t just about making better formula; it’s about redefining what it means to be a formula-feeding parent. In April, the company launched the first USDA Organic Whole Milk infant formula manufactured in the U.S., a game-changer for parents seeking high-quality options. But Modi’s vision goes beyond the product itself. She’s committed to dismantling the stigma that pits formula feeding against breastfeeding, advocating for a world where parents feel empowered, not judged.
I’ve always believed that parenting choices should be celebrated, not scrutinized. Bobbie’s marketing doesn’t just sell formula—it amplifies issues that matter to parents, like paid family leave and affordable childcare. By partnering with celebrities and launching campaigns that urge people to contact their representatives, Bobbie puts advocacy at the forefront. It’s a bold move, and one that’s resonating with a generation of parents who want more than just a product—they want change.
- Organic ingredients: Bobbie’s formula prioritizes quality, meeting stringent USDA standards.
- Direct-to-consumer model: Launched in 2021, Bobbie was the first subscription-based formula in the U.S.
- Retail expansion: Now available at major retailers like Target and Whole Foods.
Balancing Motherhood and Leadership
Running a fast-growing startup while raising four children might sound like an impossible juggling act, but Laura Modi makes it look purposeful, if not easy. How does she do it? A disciplined approach to time management, including a shared family calendar that tracks everyone’s schedules down to the minute. Modi also practices a nightly ritual, rating her day on a scale of one to five for both personal and professional fulfillment. It’s a small but powerful way to stay grounded.
Balancing work and family isn’t about perfection—it’s about intention and reflection.
– Parenting expert
This balance extends to her advocacy work. Modi doesn’t shy away from tough conversations, even when they stir controversy. Recently, she joined a federal roundtable with industry leaders to discuss the future of infant formula. Despite backlash from some customers due to the presence of polarizing figures, Modi stood firm. “If I didn’t show up, the voice of mothers would’ve been absent,” she said. It’s a reminder that leadership often means making tough calls to drive meaningful change.
Navigating Challenges in a Regulated Industry
The infant formula industry isn’t for the faint of heart. As Modi puts it, formula is a pharmaceutical-grade product disguised as a consumer good. It’s the sole source of nutrition for many infants, which means safety and quality are non-negotiable. Bobbie’s Ohio facility is a testament to this commitment, designed to meet rigorous standards while scaling production to meet growing demand.
| Challenge | Bobbie’s Solution |
| Market Duopoly | Innovative, organic formula to compete with giants |
| Formula Shortage | Scaled production and built new facility |
| Parental Stigma | Advocacy campaigns for informed choices |
Perhaps the most inspiring aspect of Bobbie’s journey is its speed. In just a few years, the company has gone from a startup to a major player, becoming the fastest-growing formula brand in the U.S. But growth doesn’t come without growing pains. Modi emphasizes the importance of “nurturing” the process—investing in safety, quality, and advocacy while staying true to the company’s mission.
A Broader Impact on Parenting Culture
Bobbie’s influence extends far beyond the formula aisle. By tackling issues like the Black maternal mortality crisis and skyrocketing childcare costs, the company is sparking conversations that resonate with parents everywhere. It’s a refreshing approach in an industry that’s often focused solely on profit. Modi’s ability to weave advocacy into her business model is a masterclass in purpose-driven leadership.
But what does this mean for couples navigating the early stages of parenthood? The pressure to “do it all” can strain even the strongest relationships. Bobbie’s campaigns remind us that parenting is a shared journey, one that requires support, understanding, and systemic change. By amplifying these issues, Modi is helping couples feel seen and supported, whether they’re formula-feeding or not.
What’s Next for Bobbie and Laura Modi?
As Bobbie continues to grow, Modi’s vision remains unwavering: create a world where parents are empowered, not judged, and where the infant formula industry prioritizes quality and accessibility. The company’s recent retail expansion and innovative products are just the beginning. With plans to further disrupt the market, Bobbie is poised to redefine what it means to feed a baby in America.
For couples, Modi’s story is a reminder that parenting challenges can spark meaningful change—not just in their own lives but in society as a whole. Her ability to balance leadership, motherhood, and advocacy offers a blueprint for navigating the complexities of modern family life. As I reflect on her journey, I can’t help but wonder: what other industries are ripe for disruption by passionate, purpose-driven leaders?
Laura Modi’s work with Bobbie isn’t just about formula—it’s about giving parents the freedom to choose what’s best for their families without shame. It’s about building a future where couples can thrive, not just survive, in the early years of parenthood. And that, to me, is the kind of change worth celebrating.
