In partnership with Bobbie.
As a result of the 2022 nationwide formula shortage, I’ve noticed a lot of new players on my grocery store formula shelf. One that caught my eye is Aptamil, as it claims to be Europe’s “#1 formula.” I’ve long been a Bobbie fan (and I know the brand is a European style formula), so it only seemed right that I put it to the test against Aptamil to see how the two stack up. So, I present my next edition of Throwdown: Bobbie vs. Aptamil. Read on to discover which I’m still buying today…
The Players:
Bobbie:
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.
Aptamil:
Aptamil is produced by Nutricia factories (which is part of the Danone brand, commonly recognized for yogurts and water products, in addition to an extensive infant formula range). The brand has over 50 years of research experience into early life science under its belt. Nutricia has recently made changes to Aptamil’s formulation and packaging to ensure better freshness and safety. (This includes the removal of palm oil from products and changes to the levels of Nucleotides and Taurine.) While hugely popular in Europe, the brand has begun shipping to the United States as a result of the current formula shortage and FDA Enforcement Discretion. It was FDA regulated for sale in the U.S. through November 2022 and they have notified FDA that they will continue to take the necessary steps to remain on the US Market under the Enforcement Discretion guidance.
Test 1: Variety
Bobbie:
Bobbie offers two formulas, an Organic Infant Formula and an Organic Gentle Formula, which are both available in powder form and suitable for infants from birth to 12 months.
Aptamil:
Aptamil’s website boasts over 65 baby formula milk products. The brand offers three ranges from birth – the classic baby milk, the hungry, and a special lactose free milk. For the sake of this throwdown, we will be comparing routine formulas – that means Aptamil First Infant Milk Formula Stage 1 versus Bobbie Organic Infant Formula. Aptamil First Infant Milk Formula Stage 1 is available as a powder and in a ready-to-drink bottle, and it’s suitable for infants from birth through six months of age.
Test #2: Ingredients and Quality
Bobbie:
Bobbie uses lactose as its carbohydrate source and contains no added corn syrup, other added sugars, soy allergens or palm oil. Its protein is 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).
Aptamil:
Like Bobbie, Aptamil is made from a high-quality blend of proteins, fats, carbohydrates, vitamins and minerals. It’s also lactose-based, iron-fortified, contains DHA, plus milk from grass-fed cows. Unlike Bobbie, Aptamil is not organic – a consideration for parents looking to minimize their baby’s exposure to certain synthetic preservatives and additives. Aptamil’s whey-to-casein ratio is 50:50, a ratio commonly seen in late in lactation and lower than other standard formulas. As mentioned previously, Aptamil recently removed palm oil and changed the levels of Nucleotides and Taurine in its products due to growing demands from customers across Europe and worldwide.
Test #3: Taste & Digestion
Bobbie:
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. Bobbie's Organic Gentle Formula is made with hydrolyzed proteins, making it easier for gassy or fussy babies.
Aptamil:
Aptamil is available for a limited time in the United States. Through November 2022, it is available for $1.31/oz in stores like Walgreens and Target across the country. It’s also sold online through Amazon, though it’s not available as a subscription in the same way Bobbie is.
Test #4: Cost & Convenience
Bobbie:
We’re big fans of Bobbie’s subscription service, Bobbie will deliver right to your door each month. The formula runs $1.84/oz, and one can makes about 26 4 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).
Aptamil:
Aptamil is available for a limited time in the United States. Through 2025 (pending FDA guidelines), it is available for $1.31/oz in stores like Walgreens and Target across the country. It’s also sold online through Amazon, though it’s not available as a subscription in the same way Bobbie is.
Test #5: Brand Values
Bobbie:
We write a lot about brand ethos at TQE, and I’m thrilled for an opportunity to share more about Bobbie’s. 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 digestion, immunity, and development. 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.
Aptamil:
Aptamil is committed to creating a high-quality product that parents feel good about (Aptamil formulas must pass 31 quality control tests before leaving their factory). Aptamil is passionate about providing formula to moms who need it (it’s brought over 750K cans to the states this summer), but beyond that, Aptamil seemingly sticks to the science. This isn’t necessarily a knock on Aptamil, but I’ve noticed that many moms like myself appreciate the fact that Bobbie has gone above and beyond in the brand values department.
Final Verdict: Bobbie
Time and again, I simply feel more comfortable choosing Bobbie. I trust the brand – and the moms behind it – to create an exceptional product, and I feel grateful that I don’t have to sort through loads and loads of product offerings to find something that works. Feeding my little an organic formula feels great, too.
