# On-Demand Infant Formulas Bobbie & Uber Eats Launched a First-Of-Its-Kind NYC Delivery Pilot By Laura McQuarrie | Published 2022-12-21 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/bobbie-uber-eats References: [businesswire](https://www.businesswire.com/news/home/20221220005158/en/Bobbie-and-Uber-Eats-Team-Up-to-Make-Organic-Infant-Formula-Even-More-Accessible-with-First-Of-Its-Kind-NYC-Delivery-Pilot) & [ubereats](https://www.ubereats.com/store/bobbie-organic-infant-formula-307-w-38th-st/3Y8EPAinXe2osYaMpGOfAg)  [Bobbie](https://www.trendhunter.com/trends/bobbie-1) and [Uber Eats](https://www.trendhunter.com/trends/petbarn) saw the need to make infant formulas more accessible and available on-demand through a first-of-its-kind delivery pilot program in New York City. This pilot program aims to bring more peace of mind to parents this holiday season and the [D2C](https://www.trendhunter.com/trends/oolie-directtoconsumer) brand is taking convenience to the next level in partnership with Uber Eats. For each can of Bobbie delivered by Uber Eats, the organic infant formula company will donate a can of formula to a baby in need. The Bobbie x Uber Eats pilot will be available until the end of January 2023, or until supplies last. Parents and caregivers in need of infant formula ASAP can open the Uber Eats app and search for Bobbie or locate the Baby and Kids Hub to access the Bobbie storefront. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 14% | Activity: 35% | Freshness: 14% - Audience gender: 50% men, 50% women - Primary generations: Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Babies](https://www.trendhunter.com/babies) ## Key Themes ### What's Driving This Trend - **On-demand Infant Formula Delivery:** The success of this pilot program may encourage other D2C infant formula brands to launch their own on-demand delivery service. - **Social Responsibility in D2C Brands:** The donation aspect of this program may inspire other D2C brands to incorporate similar socially responsible initiatives into their business model. - **Convenience-focused D2C Services:** The partnership between Bobbie and Uber Eats highlights the potential for other D2C brands to partner with on-demand delivery services to make their products more convenient for consumers. ### Who This Affects Most - **Infant Formula:** D2C infant formula brands could benefit from creating on-demand delivery services that provide more convenience and peace of mind to parents. - **Food Delivery:** On-demand delivery services like Uber Eats could branch out into delivering other essential items like infant formula. - **D2C Retail:** The success of this program highlights the potential for D2C brands to partner with on-demand delivery services to make their products more accessible and convenient for consumers. ## Related on Trend Hunter - [Organic Infant Nutrition Products](https://www.trendhunter.com/trends/bobbie-1.md) - [Customized Lactation Support Hubs](https://www.trendhunter.com/trends/the-feeding-room.md) - [Organic Whole Milk Infant Formulas](https://www.trendhunter.com/trends/organic-whole-milk-infant-formula.md) - [Whole Milk Infant Formulas](https://www.trendhunter.com/trends/whole-milk-infant-formula.md) - [European Infant Formulas](https://www.trendhunter.com/trends/bobbie-infant-formula.md) - [Stigma-Breaking Motherhood Billboards](https://www.trendhunter.com/trends/molly-baz1.md) - [Organic Milk-Based Baby Formulas](https://www.trendhunter.com/trends/bobbie-organic-gentle.md) - [Australian Dog Deliveries](https://www.trendhunter.com/trends/petbarn.md) - [Parental Advocacy Campaigns](https://www.trendhunter.com/trends/the-b-is-for-bobbie.md)