2025 Winner
Kim Chappell
Chief Brand Officer, Bobbie
The Formula Brand That’s Not Afraid to Take a Stand for Moms
On a giant billboard in Times Square last September, infant formula brand Bobbie featured cookbook author Molly Baz breastfeeding her baby with one hand and shaking a bottle in another. It may seem strange that a formula company tacitly endorsed breastfeeding in its biggest media buy ever, but the fast-growing brand has never shied away from supporting moms. Chief Brand Officer Kim Chappell says its purpose-driven mission is why Bobbie has been able to rack up celebrity partnerships — including professional tennis player Naomi Osaka and Queer Eye’s Tan France for campaigns around paid parental leave and singer Meghan Trainor to discuss postpartum mental health. Under Chappell’s leadership, Bobbie takes an “aggressive” approach to communications, speaking out about everything from formula shortages to the Black maternal mortality crisis. That approach is paying off for moms and Bobbie: In 2024, the company increased its production capacity, expanded its retail networks to include Amazon and Walmart, and introduced the market’s first-ever USDA Organic Whole Milk infant formula.
By Audrey Goodson Kingo
