Bobbie Launches the Feeding Concierge: a Three-Pronged Support System Unifying AI and Clinical Expertise for All Parents

HEATH, Ohio--(BUSINESS WIRE)--Bobbie, the first mom-founded, mission-driven infant formula brand in the U.S., today announced a massive evolution in feeding education with the launch of its Feeding Concierge. This first-of-its-kind platform unifies three distinct layers of support—advanced AI, expert-led community groups, and clinical 1:1 care—into one seamless ecosystem designed to become the definitive feeding resource for every American family, no matter how you feed, be it breast, bottle, or both. Ask Bobbie can answer your 3 a.m. feeding questions, but it can't replace the personalized guidance and support that comes from real experts. That's why we're also offering group sessions and 1:1 consultations as part of the comprehensive feeding support experience.

Anchoring the launch is Ask Bobbie, a revolutionary, 24/7 AI-powered feeding assistant. Backed by an industry-leading suite of experts, including The Formula Mom, board-certified lactation and feeding specialists, and years of feeding research and expertise, Ask Bobbie delivers immediate, evidence-based answers across formula feeding, combination feeding, and breastfeeding for parents navigating year one. The tool expands on Bobbie’s mission to empower parents with trusted information, reduce stigma, and ensure no caregiver has to navigate feeding decisions alone.

Crucially, Ask Bobbie is engineered with strict guardrails to eliminate the AI hallucinations common in general-purpose models. When a query falls outside its parameters, the tool never fabricates an answer; instead, it seamlessly routes the parent to Bobbie’s dedicated Care Team for real-time live chat during business hours or rapid email follow-up after hours. As a team of majority parents ourselves, this refusal to compromise on parental trust is just as important as the information we used to train the model.

A recent Pew Research study found that approximately 71% of parents have tried ChatGPT, with over half turning to it specifically for parenting questions. As modern families increasingly rely on AI chatbots for immediate answers, Bobbie is meeting them directly in their reality. For Bobbie, this is much more than a tech upgrade, it’s a natural evolution of its founding mission to support parents to feed with confidence, rooted in education. In a culture that often leaves parents behind, authentically unbiased feeding resources are hard to come by.

The Feeding Concierge brings together three layers of comprehensive support:

1. Ask Bobbie (The AI Layer): A 24/7 digital confidant available to every single parent, completely free of charge, and no Bobbie membership required. It translates complex, expert-vetted data and clinical-backed information into empathetic, real-time answers when you’re googling “Is this normal” at 3am.
2. Group Sessions (The Community Layer): Expert-led virtual circles open to all parents, curated specifically to ensure the right educational content reaches families at the exact right stage of their unique feeding journey.
3. 1:1 Feeding Consultations (The Clinical Layer): A premium subscriber exclusively powered by NAPS, the mom-founded infant feeding support network. To ensure true accessibility, if a subscriber has insurance, Bobbie covers the service fee. If they don’t, Bobbie covers the entire session out-of-pocket. Subscribers can access more than one session, depending on their needs. Access to critical care should never depend on a line item in an insurance policy.

"We’ve all been there: it’s 3AM, you’re exhausted, and you’re panic-googling 'how to start combo-feeding?' into a void of conflicting information," said Mallory Whitmore, Bobbie’s Education Lead, Author of Bottle Service, and mom of two. "Ask Bobbie is the tool we wish we had as new moms. We’ve hand-crafted this experience to feel like a trusted parent friend: empathetic, unbiased, and immediately useful. By unifying our expert-backed library with real-time AI and on-demand clinical professionals, we are ensuring that radical transparency isn't just about what’s in the can, but how parents access care."

By combining the speed and accessibility of modern tech with board-certified lactation and feeding specialists, The Feeding Concierge by Bobbie brings a complete, unbiased picture of infant nutrition in year one, spanning formula feeding, combo feeding, breastfeeding, returning to work, introducing solids, and weaning. While traditional feeding resources often bucket parents in a “this or that” approach of breast versus formula, Bobbie’s approach is comprehensive, inclusive, and supportive – no matter your feeding journey.

"From day one, Bobbie’s mission has always been to change parenting culture and give parents the permission to feed with confidence," said Laura Modi, CEO and Co-Founder of Bobbie and mom of four. "The launch of AskBobbie is the natural evolution of that promise. We know that technology will never replace the deep, essential care of a 1:1, in-person feeding consultants—and it shouldn't. Instead, we are leveraging AI to democratize evidence-based feeding education, meeting parents exactly where they are in their most overwhelming moments. By pairing the speed of modern technology with the clinical depth of our parenting experts, we are creating a 24/7 first line of defense for families. As a mom who has been through the thick of the infant feeding journey four times over, this is the accessible, judgment-free support system I wish I’d had in year one."

Parents can experience The Feeding Concierge today.

About Bobbie

Bobbie is the only European-style infant formula manufactured end-to-end in the United States. Founded in 2018 by moms, for parents, Bobbie is on a mission to create a culture of confidence in infant feeding – and has been doing so since launching in 2021 as the first direct-to-consumer, subscription-based infant formula in the U.S. Today, Bobbie is the best-selling organic formula at Whole Foods Market and the only Organic infant formula on Costco shelves.

Bobbie offers a complete suite of four clinically crafted organic and grass-fed infant formulas, manufactured right here in America, making it the first and only mom-founded infant formula brand in the world to own its manufacturing end-to-end on American soil. Every formula is developed with leading pediatricians, nutrition scientists, and clinical experts to reflect the latest evidence-based infant nutrition science, and every batch undergoes 2,000+ quality and safety checks.

Purposefully sourced with simple, high-quality, organic ingredients and held to rigorous European nutritional standards, Bobbie has been independently recognized by Consumer Reports as a "Top Choice" infant formula across two consecutive rounds of heavy metal and contaminant testing (2025 and 2026)–with all four formulas rating non-detect or low for lead, arsenic, BPA, acrylamide, cadmium, and mercury.

For modern families who want the best organic infant formula without compromise, Bobbie delivers safety, transparency, and nutrition in every can–crafted right here in America, for American families. For more information, visit hibobbie.com.