Alex Morgan Gets Vulnerable and Shares Her Exclusive Feeding Journey With Second Baby in Infant Feeding Company, Bobbie’s Latest Campaign: ‘There’s No Scoreboard in Motherhood’

Audio By Carbonatix

SAN DIEGO--(BUSINESS WIRE)--Sep 4, 2025--

Bobbie, the mom-founded and led Organic infant feeding company has joined forces with Alex Morgan, the newly minted mom of two, soccer champion, and entrepreneur. Alex is getting real about what winning looks like in motherhood and her combo-feeding journey with her second baby in the award winning brand’s latest campaign: There’s No Scoreboard in Motherhood.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250904964101/en/

Alex Morgan, Bobbie's Newest Motherboard Member, Feeds Her Baby Bobbie's Organic Whole Milk Infant Formula.

Alex Morgan has built a career around competition and performance at the highest level. But now, as a second-time mom, she’s speaking up for the first time since retiring from soccer as a mom and showing that true success isn’t about keeping score. The spirit of the campaign is rooted in recognizing the constant pressure to measure up in motherhood, while dismantling concepts of good sleepers, bounce back bodies, the pressure to enjoy every moment and of course have a “perfect” feeding journey. Alex is proud to declare that there is no scoreboard in motherhood and true success evolves daily, is uniquely personal and the real wins for parents are usually the tiniest daily victories. Together, Alex and Bobbie hope to free parents of the guilt and replace comparison with confidence.

Alex and Bobbie are speaking up to normalize all feeding journeys — be it breast, bottle, or both. New CDC data shows that nearly 86% of babies born in 2022 in the U.S. were breastfed at some point — the highest rate recorded since the CDC began tracking in 2015. The numbers suggest a rise in combo feeding, when babies are fed with both breast milk and formula — which is exactly how Alex is feeding her second baby, Enzo.

The second-time mom is six months postpartum with her son and finds herself taking a new, more relaxed, approach to motherhood this time around — from feeding to nap schedules, she’s letting go of the pressure to do things a certain way. “This time around, the stress of feeding is out the window and it’s just an enjoyable journey knowing I have an option I trust to feed my baby, protect my mental health and be the best version of myself for my kids. I’m focused on the fact that I have a healthy baby and that’s all that matters,” Alex Morgan, mom to Charlie (5) and Enzo (6 months) shared. “With Enzo, I didn’t have the immediate pressure of returning to soccer like I did with Charlie, so we were able to breastfeed from the start and slowly ease into combo feeding with Bobbie Organic Whole Milk Infant Formula. The transition has been seamless, he loves it, and I’m happy knowing he’s getting exactly what he needs.”

After living in the U.K. with her first daughter, Alex came to appreciate EU formulas and their rigid nutritional standards and organic ingredients. For baby number two, she says, ”I have Bobbie’s Organic Whole Milk infant formula ready to go for our combo feeding journey. It’s USDA Organic, meets EU guidelines, and is manufactured right here in America. I don’t have to import anything from abroad but I know he’s getting the highest quality, research-backed, trustworthy recipe from a mom-founded and led brand.”

As always, Bobbie stands for far more than high quality infant formula — the brand and Alex are joining forces to end the comparison game and normalize all feeding journeys — especially for the 73% of formula feeding parents who combo feed. By sharing her story, Alex is actively rewriting the playbook and dismantling the societal pressures to ‘compete’ and ‘perform’ when it comes to motherhood. No stranger to the high-pressure environment of professional sports but when it comes to parenting, she wants to remind all moms that showing up is more than enough. “Winning is being able to take motherhood one little bit at a time — not thinking too far in advance — knowing you won’t get this time back,” Alex shares. “And being able to shower, maybe even twice in one day.”

To officially launch the campaign, Bobbie is showing up across San Diego in soccer mom style. From September 5 through September 7, we’re loading up the Bobbie truck with plenty of snacks, drinks (for babies and parents) and giveaways and hosting a series of in-person events for the local community, babies of all ages welcome. Timed to Alex's historic San Diego Wave jersey retirement ceremony at Snapdragon Stadium, we’re celebrating all weekend long.

• Pre-Game Fuel Up: Friday, September 5. Join us at the Rylee and Cru flagship store in Carlsbad for storytime, snacks, and giveaways.
• Pre-Game Stretch: Saturday, September 6. We’re teaming up with Tubby Todd and SD Moms Who Walk to throw a Half Time Reset End of Summer Social, at Fox Point Farms in Encinitas.
• Kickoff: Sunday, September 7. Our final stop takes us to Snapdragon Stadium where Alex Morgan will be celebrated as her jersey is officially retired. We’ll tailgate with the truck, and attend the game with a select group of giveaway winners in the Bobbie Suite.

In partnership with The Alex Morgan Foundation, Bobbie For Change is donating infant formula to three local San Diego organizations and nonprofits: Rady Children’s Hospital, Feeding San Diego and YMCA Childcare Resource Services. Bobbie for Change is also raising funds for the Alex Morgan Foundation in support of their new moms pillar — to learn more or donate, visit BobbieForChange.org.

“As a team of majority parents ourselves, we know how vulnerable, beautiful, challenging, and riddled with comparison the early months of parenthood can be, no matter how many times you’ve experienced it,” said Kim Chappell, Chief Brand Officer at Bobbie and mom of three. “At Bobbie, we’ve always been committed to working alongside real parents who are not just experiencing their own unique feeding journeys alongside our customers, they’re living the day-to-day rollercoaster of motherhood as well. And by sharing these real, raw stories and breaking down those assumptions that everyone else is doing it ‘better’ than you, we can see that we’re all on the same team — and more importantly, rooting for each other.”

About Bobbie:

Bobbie is the purpose-driven organic infant feeding company on a mission to build a parenting culture of confidence, not comparison. Founded in 2018, Bobbie hit the market with its flagship European-inspired formula in 2021 as the first direct-to-consumer, subscription-based infant formula in the U.S. Bobbie is proud to be the first mom-founded and led infant formula brand in the U.S. — and the fastest-growing since the 1980s. The ‘Bobbie Promise’ guarantees subscribers secure formula availability for their baby’s entire first year, ensuring no missed deliveries, and offers inflation-proof pricing. Said otherwise, “When you subscribe to us, we subscribe to you.” Bobbie’s USDA Organic formula is crafted with simple, high-quality ingredients: no hormones, no antibiotics, no synthetic pesticides and no corn syrup. Modeled after EU nutritional standards, made in Ohio, and backed by science, Bobbie features DHA and choline guidelines to support brain development, softer stools and contains less plant-based oils. Bobbie is proudly test obsessed —each batch undergoes over 2,000 quality checks and third-party testing to meet the highest safety and nutritional standards. Among parents who know the brand, Bobbie ranks #1 in safety, trust, quality, and value. It’s also the most awarded infant formula on the market, with recognition from Good Housekeeping’s Parenting Awards, Babylist, and more. For more information, visit hibobbie.com or find us on retail shelves nationwide at Whole Foods, Costco, Meijer, Target and Wegmans.

View source version on businesswire.com:https://www.businesswire.com/news/home/20250904964101/en/

Press Inquiries:[email protected]

KEYWORD: UNITED STATES NORTH AMERICA CALIFORNIA

INDUSTRY KEYWORD: SPORTS GENERAL SPORTS BABY/MATERNITY HEALTH GENERAL HEALTH WOMEN ENTERTAINMENT CELEBRITY SOCCER CONSUMER PARENTING

SOURCE: Bobbie

Copyright Business Wire 2025.

PUB: 09/04/2025 10:30 AM/DISC: 09/04/2025 10:30 AM

http://www.businesswire.com/news/home/20250904964101/en