As a mother of four, Modi is on a mission to fundamentally reform the infant formula industry—setting higher nutritional standards, increasing transparency, and driving accountability in a historically opaque and under-regulated space.
Bobbie’s European-inspired, USDA Organic formula is manufactured in Ohio with simple, high-quality ingredients—no corn syrup, no synthetic pesticides, and no hormones or antibiotics. Modeled after EU standards and backed by science, it supports brain development, softer stools, and avoids excess plant-based oils.
In the wake of the 2022 infant formula crisis, Modi refused to accept the status quo. She launched Bobbie for Change, the company’s social good and advocacy arm, to champion the issues that matter most to modern parents—including better nutritional standards by the FDA, paid parental leave, and the maternal health crisis. Under her leadership, Bobbie has become a platform for systemic change, pushing the industry toward more rigorous, science-backed, and parent-centric standards.
Modi spent two years working alongside lawmakers to help develop and introduce the 'Infant Formula Made in America Act', a landmark piece of legislation aimed at ensuring greater domestic resilience, safety, and access to infant nutrition to make sure a nationwide shortage never happens again.
To date, Bobbie has nourished over 600,000 American babies. Modi has been recognized as a TIME Woman of the Year and a CNBC Changemaker, hailed as a disruptive force in a $90 billion global industry that has long prioritized profits over parents. Before founding Bobbie, Modi held executive roles at Airbnb and Google Finance. Originally from Westport, Ireland, she now lives in Washington, D.C. with her husband and four children—Mary, Colin, Owen, and Etta.
Growing up in a family of entrepreneurs, our dinner table conversations often revolved around business, resilience, and self-reliance. My father, in particular, instilled in us the belief that betting on yourself is the safest and most empowering choice you can make. That mindset made risk feel less intimidating, and starting something of my own always felt inevitable.
I always knew I wanted to build something—I just didn’t know what, until I became a mom. Feeding my daughter formula sparked something deep in me. I felt guilt, distrust, and confusion. Why did something so essential feel so stigmatized? That emotional experience lit the fire that led to building Bobbie.
I believe breastmilk and breastfeeding are among the most beautiful things a mom can do—but when you need or choose to turn to formula, it shouldn’t feel like second best. That belief became the heart of Bobbie: reshaping the narrative around formula and giving parents a choice they can feel confident about.
I’m constantly connecting with our customers. They are truly my reason for doing what I do every single day. Whether that’s leading our monthly graduation ceremonies where we’re celebrating our latest round of graduates ending their Bobbie subscription, to hosting an intimate meet up with local DC moms at the park to hear about their feeding journeys, to our regular focus groups with active Bobbie customers to gather feedback about what we could be improving upon. Each interaction leaves me with a better understanding of what we need to be focused on, how we might tweak something small to make a parent's experience that much better, and grounds me in the “why.” And these interactions never fail to energize me.
And second, I’d be remiss not to acknowledge that throughout the evolution of Bobbie as a company, I’ve been a mom myself in every phase – in fact, I just finished my fourth feeding journey with my youngest baby. So by being a customer, I get a true firsthand experience with the brand, at every touchpoint from our subscription boxes to our emails to our lid stickers.
Community isn’t just a pillar of Bobbie’s brand, it is the brand. We’ve built a community that mirrors how real parents feed and care for their babies today: with honesty, compassion, and connection. As the only mom-founded and led infant formula company in the U.S., Bobbie was created to meet real parents where they are, without judgment, and community has been important to us since day one.
We’ve used platforms like Instagram not just for marketing, but for movement building. Our presence has helped modern parents feel seen and supported, whether they're navigating combo-feeding, postpartum mental health, or inequalities in maternal care. We don't just talk about community, we show up for it.
Whether that's delivering formula via Uber when a parent runs out, telling the stories of real Bobbie families or launching campaigns like “Ask for Help” that paired honest storytelling with $500 grants and critical postpartum support, we're constantly building a brand that gives back.
At Bobbie we believe changing how parents feed their babies starts with changing how they feel supported, understood and part of something bigger. That's what community looks like for us.
Momentum. It sounds simple but no matter the circumstances, I keep going – especially in those challenging, sticky, uncomfortable, moments where you don’t necessarily have all the answers. The worst thing you can do is let yourself get stuck. Put one foot in front of the other, and success will follow.
My grandmother. She was a mom of 13 (and three sets of twins) and an entrepreneur. She showed me that women can do anything, but they can’t do everything. A motto I still live by.
My family. And a nice handful of frozen chocolate chips in the afternoon.
One of the biggest trends we’re excited about in 2025 is the continued evolution of the baby aisle. Specifically, Bobbie’s role in redefining what parents find there. Historically, formula has been treated as a clinical, back-of-shelf necessity. But parents deserve better. They deserve transparency, quality, and a brand that reflects how they actually feed their babies today, whether that’s exclusively, occasionally, or somewhere in between.
That’s why we’re thrilled about Bobbie’s upcoming retail expansion. This year alone, we’re hitting shelves at Whole Foods, Costco.com, Meijer, Target, and Wegmans (with a major launch at Walmart coming in September, including 500–600 doors and a fully branded end cap). These launches mark a new chapter in how accessible, trusted, and proudly displayed formula can be across America.
Retail is no longer just about distribution, it’s about visibility and validation. When parents walk down the aisle and see Bobbie front and center, they’re seeing a brand that was built for them: organic, founded by moms, and made in the U.S.
The Score Takes Care of Itself by Bill Walsh. Taught me that a legacy isn’t accomplished by any individual, it’s accomplished by the team. It’s all about leadership through the lens of redefining what the culture of sports could be – and treating people right. How do you get a collective group of people to believe in the same thing, seeing the value in each other, and coming to the pitch with a collective win.
