Bobbie: Laura Modi. How a Baby Formula Startup Took Market Share From Two Industry Giants

In this episode of How I Built This, host Guy Raz interviews Laura Modi, co-founder of Bobby, an infant formula startup. Laura discusses her personal journey, starting from her struggles with breastfeeding to the founding of Bobby, which aims to provide a transparent and healthier alternative to conventional infant formulas. The company emerged in a challenging industry dominated by giants like Enfamil and Similac. They faced numerous hurdles including regulatory challenges and a significant setback when they were shut down by the FDA shortly after launching due to their formula being incorrectly categorized. However, the pandemic created an opportunity as demand soared during a nationwide formula shortage, allowing Bobby to thrive and expand significantly. Laura emphasizes the importance of prioritizing existing customers and building a supportive community. Despite ongoing challenges, she envisions Bobby as a brand that not only provides quality infant formula but also advocates for policy changes in the industry. With plans to increase market share and influence, Laura's determination to normalize conversations around infant feeding methods continues to drive the company's mission forward.