Cardi B is leveraging her celebrity status for a meaningful cause by partnering with the organic formula company, Bobbie, to support parents, with a particular focus on Black and Brown mothers, and to advocate for paid parental leave.

The music icon, who is expecting her fourth child, is collaborating with Bobbie on their ambitious campaign, The B Is for Bobbie. In her role as the honorary Chief Confidence Officer, Cardi, now humorously referred to as Cardi Bobbie, is infusing her signature authenticity into discussions about parenting, feeding, and advocacy.

As a dedicated Bobbie mom to her baby Blossom, Cardi’s involvement emphasizes empowering parents to make feeding decisions with confidence, while addressing larger systemic challenges such as the U.S. formula shortage, the absence of paid leave, and increasing disparities in maternal health.

“Parents don’t need judgment; they need honest conversations, genuine support, and practical solutions. No one gets this better than the moms at Bobbie. I’m thrilled to join them in this campaign,” says Cardi Bobbie. “As parents, we’re shaping the future, nourishing babies, and we don’t have all the answers. We need a confidence boost and a society ready to back us with essentials like paid leave and safe childbirth for everyone.”

This collaboration marks Cardi’s first venture with a baby product brand. She and Bobbie aim to restore faith in American-made baby formulas after the 2022 nationwide shortage. Fans can call 732-QQ-CARDI to share their parenting experiences, which Bobbie’s advocacy initiative, Bobbie for Change, will present to lawmakers. Additionally, eight callers will be awarded three months of paid leave, reflecting the proposed benefit of the Family Act.

The campaign arrives as the U.S. faces a worsening maternal-health crisis, one where Black and Brown women are three times more likely to die in childbirth than white women. Without guaranteed national paid leave, many parents struggle to recover physically and emotionally while caring for newborns. Through Bobbie for Change, Cardi and the company are donating $75,000 to long-term partners Paid Leave for All, BirthFUND, and 4Kira4Moms to advance systemic reform.

“Cardi embodies the unapologetic confidence and realness that parents need right now,” said Laura Modi, Bobbie’s co-founder and CEO. “… feeding with confidence is so much more than the quality of your formula—it’s about fighting for the rights that help parents thrive in this country. …”

The campaign’s hero spot features Cardi alongside real Bobbie parents Madison Lecroy, Sophia Roe, Blake McGrath, and Carmen Aub, answering unfiltered parenting questions with zero judgment. The rollout spans streaming, digital, out-of-home placements (including a Times Square billboard), and a New York City experiential activation.

Cardi also keeps Bobbie stocked at home. She proudly fed her third baby with Bobbie Organic Whole Milk Infant Formula, the first, and only, U.S.-manufactured, European-style formula made with premium organic milk, DHA, and choline, all without palm oil or soy allergens.

Photo Credit: Bobbie Instagram