Why direct-to-consumer baby formula brand Bobbie is choosing responsible retention over supercharged customer growth during a national shortage

A nationwide baby formula shortage has left parents and caregivers scrambling to find supply as some 43% of retailers across the US are out of the in-demand products. Reports of parents rationing and watering down formulas or driving hours to find a store with formula in stock have dominated the news cycle in the last week. Ostensibly, a baby formula shortage would provide an opportunity for emerging brands to quickly gain market share. Bobbie, a DTC baby formula subscription brand, is doing the opposite. Founder Laura Modi decided to stop accepting new customers three weeks ago in order to focus on Bobbie’s current 70,000 subscriber base. Business Insider