Bobbie Launches 100% Organic Whole Milk Infant Formula at Target Nationwide

Bobbie, the American-manufactured infant formula, announces its Organic Whole Milk Infant Formula is rolling onto Target shelves (in person and digitally) nationwide, making it the only American-made infant formula with no skim milk available to Target shoppers.

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• The News: Starting mid-March 2026, Bobbie began rolling out its newly updated 100% organic whole milk infant formula recipe across full chain distribution at Target (1,900 stores).

• Pricing & Size: Available in-store and online at Target for $27.99 per 14 oz. can.

• The Bobbie Blend: Bobbie Organic Whole Milk is powered by the Bobbie Blend—our signature nutrient system designed for easy digestion, just like breast milk. Clinically crafted with carefully selected nutrients at precise levels to support healthy digestion, brain development, and growth.

• Certified Clean Ingredients: Clinically-crafted with USDA Organic, grass-fed whole milk and fewer added oils for easy digestion, Bobbie Organic Whole Milk meets Clean Label Project and Certified Pesticide Free standards, free of more than 500 contaminants and pesticides like Glyphosate.

• Brain Support: Formulated to support brain development with MFGM, DHA, and Choline.

• The Differentiator: Bobbie Organic Whole Milk Infant Formula is the only American-manufactured organic infant formula made entirely without skim milk, offering the highest milk fat content on the market.

• Brand Trust: Built by parents, backed by science, pediatrician-approved, Clean Label Project Certified, a Consumer Reports Top Choice, and third-party tested for heavy metals.

What is changing with Bobbie’s Organic Whole Milk formula?

Bobbie has updated its Organic Whole Milk infant formula recipe, moving from 98% whole milk content to 100% whole milk. Bobbie now provides the most milk fat of any organic formula manufactured in the U.S. This updated recipe is modeled after breast milk and clinically crafted with USDA Organic, grass-fed whole milk and fewer added oils to ensure easy digestion. It also offers unmatched nutrition by supporting brain development with MFGM, DHA, and Choline.

Our closest to breast milk, closer to home: Where can parents find it?

Bobbie Organic Whole Milk Infant Formula started rolling onto Target shelves in mid-March 2026 and will be available with full chain distribution across 1,900 Target stores. It retails for $27.99 for a 14 oz. can, available both in-store and online. This expansion gives parents more access to the formula brand they trust, while cementing Bobbie’s position as the #1 Organic American infant formula brand at Target and a two-time Target Vendor of the Year.

“Over the past few years, our retail expansion has been driven by a singular goal: meeting parents exactly where they are,” said Sara Ahmed Holman, President of New Ventures at Bobbie and mom of two. “Expanding our Organic Whole Milk footprint to 1,900 Target doors is a natural and vital part of that journey and we’re so proud to do so with our latest 100% Whole Milk recipe. As a team of parents who are feeding or have fed Bobbie to our own babies (myself included) this is just another way we are ensuring that American parents have reliable, convenient access to the high-quality, organic nutrition they trust, right on their regular Target run.”

Why is Bobbie trusted by parents and pediatricians?

As a company built by parents, for parents, Bobbie understands the deep responsibility of feeding a baby. Every product is backed by science and pediatrician-approved. The brand delivers everything your baby needs in their first year, and none of what they don’t. By prioritizing uncompromising quality—including being Clean Label Project Certified, Pesticide Free Certification and third-party tested for heavy metals—Bobbie has earned its place as a formula deeply trusted by parents nationwide.

Does Bobbie formula include probiotics?

Bobbie believes in leading with simplicity for its core infant formula recipes, focusing purely on essential, high-quality ingredients. Bobbie approaches gut health through personalization. Rather than adding powdered probiotics in the manufacturing process directly to its formula recipes, Bobbie offers dedicated, clinically studied live strand probiotic drops that parents can add as their babies’ gut health evolves over year one. Now at Target, check out the Bobbie Infant Formula Starter Kit, including one 14 oz can of Bobbie Organic Original formula and one bottle of probiotic drops for $45.99. Bobbie knows that no two feeding journeys are the same and this customizable approach allows parents to dose probiotics precisely as needed for babies requiring extra gut support for gas or fussiness.

With this launch, all four of Bobbie’s award-winning European-style SKUs—Organic Original, Organic Gentle, Grassfed Whole Milk, and now Organic Whole Milk—are available in Target stores nationwide. Bobbie first entered Target in 2022 and has already won the Vendor of the Year Award two times. For a challenger brand that entered the market just five years ago with a mission to bring radical transparency to a stagnant category, this expansion is more than a retail milestone; it is a testament to the power of a parent-led movement, an extraordinary partnership, and deep customer loyalty. By meeting American families where they shop every day, Bobbie is ensuring that a new standard of Organic, high-quality nutrition is no longer a luxury, but a reliable staple for parents across the country.

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.

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