In partnership with Bobbie.
After comparing Bobbie to other American formula brands in addition to several European picks over the past few weeks, I was intrigued to see that Aussie Bubs, an Australian formula-favorite, has landed in The States. Like Bobbie, it’s a brand formulated by a mother in search of something better for her babies.
Aussie Bubs is available for purchase in the U.S. (until 2025, pending FDA review) in response to the formula shortage, so I was curious to know – should I make the switch? Below, I compare Bobbie (my current favorite) and Aussie Bubs as the next installation of throwdown.
Founded in 2018 by two moms who struggled to breastfeed and were frustrated with the formula options on the market, Bobbie is the only European-style infant formula that’s both made and sold in the US. Bobbie is made by Perrigo, a manufacturer that has been making infant formulas for over 35 years. The brand meets FDA requirements for infant formula and was inspired by European nutritional requirements. It is USDA-certified organic and is the first US baby formula to have received both the Clean Label Project Purity Award and the Clean Label Pesticide-Free Certification. Notably, Bobbie’s team of scientists, innovators, and regulatory experts are also moms, so your concerns are their concerns, too.
Aussie Bubs is the American version of the Australian formula, Bubs. It was developed in 2006 by an Australian mother who aimed to combat the lack of organic baby food options on the market. The company prides itself on using quality ingredients without common additives – like palm oil and corn syrup – found in many other formula brands. Aussie Bubs produces goat milk and cow milk based formula options for infants and toddlers. The brand is certified organic by Australia’s leading organic accreditation bodies, Australia Certified Organic (ACO) and The National Association for Sustainable Agriculture Australia (NASAA).
Test 1: Variety
Aussie Bubs offers both cow’s milk and goat’s milk formulas. Its grass-fed infant formula is separated into Stage 1 for 0-6 months of age and Stage 2 for 6-12 months of age. Below, I’ll be comparing Bobbie to Aussie Bubs’s cow’s milk formula.
Test #2: Ingredients and Quality
Bobbie uses lactose as its carbohydrate source and contains no corn syrup, palm oil, soy allergens or added sugars. Its protein is non-fat milk-based – in fact, it's flagship formula is made with Organic Valley grass-fed milk from pasture-raised cows from across 45 small, family-owned American co-op farms. It meets US standards for organic dairy, which means no antibiotic medicines are given to the cows who make Bobbie’s milk. Bobbie is also made with added safflower, sunflower, canola, and coconut oils, and it also includes whey protein concentrate to give it a 60 to 40 whey-to-casein ratio (which matches the ratio in mature breast milk). It contains 20 mg of DHA, an omega-3 fatty acid important for brain and eye development, per 100kcal of formula (which meets the EU standard).
Aussie Bubs is similarly created without additives like palm oil, corn syrup, and added sugars. In terms of its protein source, Aussie Bubs is also milk-based, though the brand uses organic whole fat cow’s milk from cows in Australia. It’s also made with added high oleic sunflower oil, coconut oil, soy, and canola oil for fat, and includes whey protein concentrate to contribute to its 60:40 whey-to-casein ratio in its Stage 1 formula. (It’s important to note that Aussie Bubs Stage 2 formula has a 50:50 whey-to-casein ratio. As mentioned above, 60:40 is the ratio of mature breast milk.) Aussie Bubs also contains added DHA (though I haven’t been able to confirm that it meets EU standards here).
Test #3: Taste & Digestion
Bobbie is known for mixing well and easily without much bubbling or foaming after being shook. As far as taste and feel, Bobbie is smooth and doesn’t have that typical metallic-y taste that many formulas do (it’s a taste that comes from iron – Bobbie has managed to avoid the metallic-y taste while still meeting both EU and FDA iron requirements). It also offers a subtle hint of sweetness modeled after breastmilk with an otherwise mild flavor. In terms of digestion, Bobbie’s 60:40 whey-to-casein ratio was designed with your baby’s comfort in mind.
Aussie Bubs’s grass-fed formula also mixes well with cold water. Many parents express that it’s great for transitioning to formula from breast milk (or as an added bottle at some point during the day or night). Of course every baby is different, but the general consensus seems to be that Aussie Bubs is a formula that most littles take to quite easily (thanks to its 60:40 whey-to-casein ratio) .
Test #4: Cost & Convenience
We’re big fans of Bobbie’s subscription service, as the brand will deliver formula right to your door each month. The formula runs $1.84/oz, and one can makes about 26- four oz. bottles. Additionally, Bobbie is also carried at more than 1,700 Target stores nationwide. On Target shelves, Bobbie is available in two sizes— the original 14.1 oz can and a new, larger 23.9 oz can (which costs $1.74/oz or $41.99 per can).
The brand is newly available in the U.S. due to the formula shortage. The Stage 1 Formula costs $1.27/oz, and is available in 28.2oz cans. Stage 2 Formula is available at $1.42/oz. Aussie Bubs is not available as a subscription, though it is available at Target.
Test #5: Brand Values
We write a lot about brand ethos at TQE, and I’m thrilled for an opportunity to share more about that at Bobbie. It’s a female-founded and mom-founded brand, which means the business is personal for Bobbie’s team. The company prioritizes important issues related to feeding, parental leave, and other family-focused topics and is extremely outspoken about mom-focused issues on social media. And, quality is everything to Bobbie: the brand invests in rigorous testing, product security, and tracing in order to prioritize your baby’s safety. It’s a brand that offers an outstanding product and also peace of mind – Bobbie has completely earned my trust, something few brands in the parenting space have accomplished.
As a brand founded by a mom to provide the best for her ‘bubs,’ Aussie Bubs takes great pride in its nutritious and high-quality products. The brand also shares parenting tips and stories from real moms across its social media channels in an effort to build a strong community. While a new brand to me, I can certainly see how it’s built the trust of many Aussie moms over the years!
Final Verdict: Bobbie
This was another super close round of throwdown. I’m thrilled that’s the case – it means that more and more mom-founded formula brands are popping up to deliver the best quality and nutrition for our littles. I could reach for either of these brands and feel great about it.
I’ve chosen Bobbie as a winner by a small margin simply because of how easy it is to reach for the brand. I love that not only can I subscribe and expect a delivery on my doorstep without having to schlep to the store, but that Bobbie's formulas are designed for my little through her first year. As a mom, I have a lot going on, always – products that both improve and simplify my life are huge winners every time.