Bobbie Makes Pre-WBW/NBM Drops to Steal Conversation/Undermine Lactation Care

Evolve Lactation Media is an independent platform for lactation knowledge — rigorous, accessible, and free of commercial influence. We publish, we teach, and we examine the forces that shape lactation care — for clinicians, public health professionals, and families.

We connect breastfeeding to its full context — scientific, cultural, political — because the conditions that determine whether an individual breastfeeds are never purely clinical.

What Happened?

“Boutique” formula manufacturer Bobbie made 2 major announcements this week:

* they published their own code of ethics in marketing; it starts by minimizing the WHO Code and contains multiple lies

* they announced the rollout of their AI chatbot and “three-layer support system”

Understand What This Means

As explained by Len the RN, IBCLC, “That means the company manufactures the product, builds the AI, employs the clinicians, creates the educational content and defines the pathways through which parents receive support. Regardless of the quality or integrity of the people involved, this represents a fundamental shift in how infant feeding guidance has been organized.”

Why Now?

Check your calendar. That’s right, it’s just in time for World Breastfeeding Week and National Breastfeeding Month.

That’s not a coincidence.

Don’t keep this a secret - share this with someone else who needs this update