Our perspective on the WHO Code

We are a next-generation infant formula company that undoubtedly agrees that human milk, which is dynamic and personal, is the gold standard for infants. We believe in respectful infant feeding information, support and products that provide safe and adequate nutrition in the first year of life for all infants.

Our perspective on the infant feeding landscape:

We recognize that the infant formula industry has a checkered past and with full acknowledgement of the history of our industry, we agree that the promotion of infant formula over breastfeeding by infant formula industry is wrong. While the US is not a signatory of the World Health Organization (WHO) International Code of Marketing of Breast-milk Substitutes, we agree that formula should never be marketed as better or more nutritious than breast milk nor use misleading information to sell formula.

Unfortunately, there is a lack of agreement as to what is informative and what is persuasive. We believe our role is to listen and be supportive of all families feeding journeys. The decision to breast or formula feed is not a simple one, nor is it one that can easily be extrapolated from one parent to another. As parents ourselves, we craved support and information when it came to feeding decisions not guilt or shame. We believe that parents deserve accurate, fair, and useful information on all forms of infant feeding in order to make the best decisions for their families.

Bobbie understands that there is no one-size-fits-all plan for feeding a baby, and we support every parent’s unique feeding journey for every unique child. We are proud to normalize the conversation around the realities and challenges of feeding infants, no matter if they are fed with human milk or formula.

Bobbie applauds parents who are able and choose to breastfeed. We also recognize that breastfeeding requires breasts that produce milk and access to uninterrupted time. It is also a choice that parents have the right to make, and if they choose not to breastfeed or source human milk, we believe they should be equally supported in their formula feeding journey. We know firsthand how incredible and challenging it can be to breastfeed. But, whether or not you can and/or choose to breastfeed, all families deserve support and to feel confident in feeding their baby.

For parents who want to be successful at breastfeeding, we applaud the support and meaningful difference that lactation professionals are able to provide. Certified lactation professionals are integral members of the medical team as well as our Medical Motherboard to help guide us as a company that supports all feeding journeys.

The impact that infant feeding can have on parental mental health cannot be ignored because feeding babies isn’t just about babies, it really is about parents too. ​​1 in 8 women experience symptoms of postpartum depression¹ and approximately 4% of fathers experience depression in the first year after their child’s birth.² We know that personal and societal expectations about infant feeding may negatively impact how parents show up for their families. We need to shake this stigma and provide families with the support and resources they deserve, regardless of their feeding choices.

The reality is that 75% of U.S. parents turn to formula in the first six months of life.³ We support parents’ ability to make the feeding choices that are best for both them and their baby. There are various U.S. infant formulas that meet FDA requirements, but parents demand and deserve options for their infants that align with their own lifestyle choices. At Bobbie, we believe in creating products that we want to feed our own babies. We use high-quality ingredients and rigorously test for over 400 industrial and environmental contaminants and toxins including heavy metals, pesticide residues, and plastics to meet the highest standards — our own.

¹Centers for Disease Control and Prevention (CDC). Postpartum Depressive Symptoms and Provider Discussions About Perinatal Depression — United States, 2018. MMWR Morb Mortal Wkly Rep 2020.
²Davé, Shreya, et al. "Incidence of maternal and paternal depression in primary care: a cohort study using a primary care database." Archives of pediatrics & adolescent medicine 164.11 (2010): 1038-1044.
³Centers for Disease Control and Prevention (CDC). Breastfeeding Report Card United States 2020. 

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