Bobbie and Uber Eats team on organic infant formula NYC delivery pilot

Bobbie is partnering with Uber Eats to deliver its organic, European inspired infant formula to New Yorkers’ doors.

The pilot is taking the direct-to-consumer formula brand on-demand this holiday season for the first time ever.

“Formula is food and nourishes our most vulnerable population. For years, we’ve helped our customers order nearly every type of food on Uber Eats, and we’re so proud to work with Bobbie to now help parents and caregivers get their babies formula on-demand through our app,“ says Beryl Sanders, Head of New Verticals Partnerships at Uber Eats.

“As a Bobbie mom myself, I know how important it is to have access to high quality formula at any given moment.”

“This first of its kind partnership couldn’t have come at a better time against the backdrop of this year’s formula shortage, and we’re thrilled to offer New Yorkers the opportunity to get their beloved Bobbie on Uber Eats.”

“From the earliest days at Bobbie, we’ve been focused on reimagining how to make formula one less thing modern parents stress about. As a team of moms, this couldn’t hit closer to home for us,” says Laura Modi, CEO and Co-Founder at Bobbie.

“That started with our business model, as the first direct-to-consumer formula brand in the US, continued with our launch on shelves at Target nationwide this summer, and it’s beyond exciting to add yet another way for parents to easily access Bobbie with a reliable partner like Uber Eats.”

“We’ve been putting cans of emergency Bobbie into Ubers and sending them to parents for years now. To see this partnership with Uber Eats come to life in an official way is surreal.”

The pilot will be available in NYC from 20th December through to 31st January, or while supply lasts. Deliveries will be available to most Uber Eats users in Manhattan.