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Bubs Australia

Melbourne, Victoria, Australia·Organic

Official site: www.bubsaustralia.com

Bubs Australia brand hub hero
By María López Botín · Mother of 2, researching infant formula and infant nutrition since 2018

Bubs Australia went from being a small-share Australian specialty infant formula brand to a household-name reference in the US during the 2022 shortage crisis. When the Abbott Sturgis recall created critical supply gaps, particularly for specialty formulas and for families with specific sourcing preferences, the Biden administration launched Operation Fly Formula to airlift approved infant formulas from multiple countries. Bubs was among the first brands approved, with millions of cans shipped to the US in mid-2022. The brand has maintained some US retail presence since under FDA enforcement discretion.

Bubs Australia is an Australian organic and specialty infant formula brand (founded 2005) that became prominent in US parent consciousness during the 2022 formula shortage via Operation Fly Formula. Product line includes Organic Grass Fed (cow-milk), Supreme A2 (A2-only), and Goat Milk variants across Stages 1-2. FSANZ- compliant and FDA-enforcement-discretion-eligible for US sale. Not USDA Organic on all products but carries Australian Certified Organic (ACO) certification. Sold in select US retail since 2022. This hub documents Bubs as the visible Australian alternative in the US market.

Company snapshot

AttributeValue
Parent companyBubs Australia Ltd (ASX: BUB)
Founded2005
Corporate HQMelbourne, Victoria, Australia
ManufacturingAustralia
Product categoryOrganic cow, A2, goat (Stages 1-2)
2022 US roleOperation Fly Formula central participant
FDA statusEnforcement discretion (US retail since 2022)
Sold by Organic's Best ShopNo
Publicly tradedYes (ASX: BUB)

The 2022 Operation Fly Formula story

The context

The February 2022 Abbott Sturgis recall shut down the US's largest specialty infant formula manufacturing facility. For families relying on EleCare, Alimentum, or specific Similac variants, the shortage became acute within weeks. Standard formula also ran short across US retail as reallocation cascaded.

By May 2022, the Biden administration invoked the Defense Production Act and launched Operation Fly Formula, a program to expedite FDA enforcement discretion for foreign-manufactured formulas and airlift supplies to US retail. Multiple international brands received approval. Bubs was among the most visible.

Why Bubs specifically

Several factors aligned:

  • Australian manufacturing, geographically distant from US and EU supply chains, creating supply redundancy
  • FSANZ-compliant manufacturing, regulatory framework comparable to EU/US standards
  • Capacity to scale export: Bubs had existing international distribution infrastructure from Asia-Pacific markets
  • Organic and grass-fed positioning, appealed to the US organic-preferring consumer segment that the crisis exposed
  • Political symbolism, the Biden administration's focus on diversifying infant formula sourcing

The airlift

Multiple cargo flights delivered millions of cans of Bubs products to US retail throughout mid-2022. At peak, Bubs was among the most visibly stocked alternative brands in US retailers adapting to the shortage.

For the full Operation Fly Formula context, see our Abbott 2022 recall aftermath pillar.

Post-crisis persistence

The FDA enforcement discretion granted to Bubs was extended beyond the immediate shortage, preserving the brand's ability to sell into the US market under modified regulatory conditions. Bubs has maintained partial US distribution since, though at lower volume than the 2022 peak.

Bubs product line

Organic Grass Fed Cow Milk (flagship)

The most widely-distributed Bubs product. Organic grass-fed cow milk sourcing, EU-style formulation, Australian Certified Organic (ACO) and select USDA Organic.

See the SKU record: Bubs Organic Grass Fed Stage 1.

Supreme A2

A2-only beta-casein variant, competing with a2 Platinum in the Australian market and with ByHeart/Serenity Kids/Baby's Only A2 in the US. See the a2 Platinum brand hub for A2 category context.

Goat Milk

Australian goat-milk infant formula. Competes with Kabrita, Jovie, Nannycare, Holle Goat, Kendamil Goat, and Babybio Caprea in the goat formula category.

Regulatory status

Australia FSANZ

Bubs products comply with FSANZ Food Standards Code Standards 2.9.1 and 2.9.2. See our international formula regulations pillar.

US FDA enforcement discretion

Bubs operates under FDA enforcement discretion, not full 21 CFR 107 registration. This regulatory pathway was established during the 2022 crisis and has been maintained in modified form. Bubs can be legally sold at US retail under this framework; whether the status transitions to full registration or potentially revokes depends on FDA regulatory evolution.

For the US regulatory context, see:

Organic certifications

  • Australian Certified Organic (ACO), primary organic certification
  • USDA Organic, on select products via equivalency
  • Non-GMO, consistent across the line

For organic framework comparisons, see our organic certifications compared pillar.

How Bubs compares

Against US organic cow-milk alternatives

BrandOrganicGrass-fedUS manufacturingDistinctive
Bubs Organic Grass FedACO and USDAYesNo (Australian)Operation Fly Formula origin
BobbieUSDANoYes (VT)US-made, lactose-primary
Happy BabyUSDANoYesDanone subsidiary
Baby's OnlyUSDANoYes (OH)Independent US, Premium A2 variant
Earth's BestUSDANoYesMass-market retail

Bubs's primary differentiator is grass-fed dairy sourcing within an organic framework, the US organic brands don't consistently emphasize grass-fed.

Against European organic imports

Bubs's positioning overlaps significantly with European organic imports (HiPP, Holle, Kendamil, Loulouka, Löwenzahn), but:

  • Australian vs European sourcing
  • Grass-fed more prominent than in most European organic lines (Kendamil and Löwenzahn exceptions with whole milk fat approach)
  • FDA enforcement discretion means slightly different US retail availability than Organic's Best Shop's European brand catalog

Editorial notes from María

Bubs Australia has an unusual place in the US infant formula landscape, a brand most parents had never heard of in early 2022 that became familiar by mid-2022 through the Operation Fly Formula crisis response. The brand's subsequent US retail persistence is meaningful: Bubs proved that FDA enforcement discretion for foreign-manufactured formulas can work at scale when properly managed.

For parents today considering Bubs:

  • If you want organic grass-fed cow-milk specifically: Bubs is a reasonable choice alongside European imports; grass-fed is a specific feature not all US-made organics prioritize
  • If you want A2-only, the US-made alternatives (ByHeart, Serenity Kids, Baby's Only Premium) have simpler supply chains than importing Bubs Supreme A2
  • If you want goat milk: Kabrita has more established US distribution than Bubs Goat

Bubs is not sold by Organic's Best Shop (that catalog focuses on European imports). US retail availability varies by region and retailer: Target, Amazon, and select specialty baby retailers have carried Bubs at various times since 2022.

For related profiles:

Frequently asked questions

Why was Bubs flown into the US during the 2022 formula shortage?
When the Abbott Sturgis recall (February 2022) created acute shortages of specialty formulas, the Biden administration launched Operation Fly Formula to airlift FDA-vetted infant formulas from approved international manufacturers. Bubs Australia was among the first brands cleared, with millions of cans shipped via military and commercial flights. Bubs was selected because Australian FSANZ standards align closely with FDA requirements, the company had the manufacturing capacity to scale quickly, and the product line included specialty options (A2, goat) that filled niches Abbott Sturgis had served.
Is Bubs still available in US stores after the shortage?
Yes, but with variable retail presence. Bubs maintained ongoing US availability under FDA enforcement discretion following Operation Fly Formula. Distribution depends on the retailer and the specific Bubs product (Organic Grass Fed cow, Supreme A2, Goat Milk variants). Some Target, Walmart, and online channels continue stocking Bubs. Availability is less consistent than US-manufactured brands and more reliable than smaller import brands.
What's the difference between Bubs Organic, Bubs Supreme A2, and Bubs Goat?
Bubs Organic Grass Fed uses certified organic Australian cow milk with conventional A1+A2 protein mix. Bubs Supreme A2 uses A2-only beta-casein cow milk (similar protein hypothesis to a2 Platinum and ByHeart), but is not organic. Bubs Goat is goat-milk-based formula, naturally A2-equivalent due to goat milk protein structure. Each targets different parental priorities: Organic for certification-focused families, Supreme A2 for A1-sensitivity hypothesis, and Goat for parents wanting goat milk's smaller fat globules and gentler curd.
Is Bubs USDA Organic certified?
Bubs Organic Grass Fed carries Australian Certified Organic (ACO) certification, which is recognized as equivalent to USDA Organic for many product categories. The other Bubs variants (Supreme A2, Goat) are not certified organic — they're positioned on protein/sourcing differentiation, not organic claims. Parents who specifically want USDA Organic A2 should look at Baby's Only Premium A2; for USDA Organic goat, Kendamil Goat Organic is currently the most accessible option.
How does Bubs compare to a2 Platinum?
Both are Australian/NZ infant formulas with US enforcement-discretion availability. Key differences: Bubs offers organic cow, A2, and goat milk variants — broader product range. a2 Platinum is A2-only and has been the global A2 category leader for longer. a2 Platinum is not organic. Bubs gained mainstream US visibility through Operation Fly Formula; a2 Platinum entered US retail more gradually. For parents wanting both organic and Australian-origin, Bubs Organic Grass Fed is the closer match.
Where is Bubs manufactured and how is it regulated?
Bubs is manufactured in Australia under FSANZ (Food Standards Australia New Zealand) Food Standards Code 2.9.1 and 2.9.2 for infant formula. FSANZ requirements align closely with international standards including the Codex Alimentarius. For US sale, Bubs operates under FDA enforcement discretion, meaning FDA has reviewed and accepted the product's compliance with US infant formula standards even though it isn't formally registered under standard 21 CFR 107 channels. This is the same regulatory framework that allows Kendamil, HiPP, and other Operation Fly Formula brands ongoing US availability.

Primary sources

  1. Bubs Australia Ltd: Corporate and product information. bubsaustralia.com
  2. FSANZ: Food Standards Australia New Zealand Food Standards Code. foodstandards.gov.au
  3. FDA: Infant formula regulation and enforcement discretion framework. fda.gov
  4. US White House / USDA: Operation Fly Formula briefings and Defense Production Act invocation documentation (May 2022).
  5. AAP / WHO: Clinical context on infant formula international sourcing and supply chain resilience. aap.org

This site provides research and comparisons, not medical advice. Consult your pediatrician before changing your baby's formula.

All Bubs Australia formulas

1 tracked SKU

This site provides research and comparisons, not medical advice. Consult your pediatrician before changing your baby's formula.