Bubs is a well-regarded infant formula brand from Australia that has built a strong reputation for clean ingredients, digestive gentleness, and third-party purity testing. It offers three distinct formula lines, each designed around a different milk base, and all of them meet FDA nutritional requirements for infant formula sold in the United States. Whether it’s the right fit depends on your baby’s digestive needs and your priorities as a parent.
What Makes Bubs Different From Other Formulas
Bubs formulas stand out in a few concrete ways. They contain no palm oil, corn syrup, maltodextrin, growth hormones, or artificial sweeteners, ingredients commonly found in mainstream U.S. formula brands. The DHA in Bubs comes from algae rather than fish oil, which some parents prefer. All formulas include prebiotics (a type of fiber called GOS that feeds beneficial gut bacteria), and the goat milk and A2 lines also include probiotics and nucleotides to further support digestion and immune development.
Every Bubs infant formula has earned the Clean Label Project Purity Award, which is the organization’s highest certification. To receive it, formulas are independently tested for over 400 toxins and contaminants, including heavy metals like lead, cadmium, arsenic, and mercury, pesticides like glyphosate, and plasticizers like phthalates. Bubs was also the first formula brand to meet the Clean Label Project’s “First 1,000 Day Promise” standard, which applies stricter European-style contaminant thresholds to products for infants and pregnant or nursing mothers.
The Three Formula Lines Compared
Goat Milk Formula
This is Bubs’ most popular line for babies with sensitive stomachs. Goat milk naturally contains smaller fat globules that are closer in structure to breast milk, making them easier for a baby’s digestive system to break down. It’s also lower in lactose than cow milk formula. The protein is naturally A2 goat protein, which is associated with less digestive inflammation than the A1 protein found in standard cow milk. If your baby deals with colic, reflux, or general fussiness after feeding, this is the line most parents try first.
The iron content in Stage 1 is 1.12 mg per 100 kcal, which comfortably exceeds the FDA minimum of 0.15 mg and falls well within the maximum of 3 mg per 100 kcal.
Organic Grass-Fed Cow Milk Formula
This line uses milk from New Zealand cows that are grass-fed and free-range, and the formula is certified organic and free from pesticides, preservatives, and GMOs. Grass-fed dairy is naturally richer in beta-carotene, vitamin A, vitamin E, and a plant-based omega-3 called ALA compared to conventional cow milk. The formula contains both whey and casein protein, providing a mix of fast and slow-digesting proteins.
This is a solid choice for babies without digestive sensitivities who just need reliable, high-quality nutrition. It has the highest iron content of the three lines at 1.46 mg per 100 kcal in Stage 1.
Supreme A2 Beta-Casein Formula
Regular cow milk contains two types of casein protein: A1 and A2. Some babies have trouble digesting A1 protein, which can cause gas, bloating, or loose stools. The Supreme line uses grass-fed cow milk that contains only A2 beta-casein, removing the A1 protein entirely. It also includes a proprietary blend called NUTRABIO+ with added omega-3 DHA and choline, both of which support brain and eye development. This formula bridges the gap between the digestive gentleness of the goat milk line and the nutritional profile of cow milk.
FDA Status in the United States
Bubs entered the U.S. market in 2022 during the formula shortage under the FDA’s temporary enforcement discretion policy, which allowed foreign manufacturers to sell formula while working toward full compliance with U.S. regulations. Since then, Bubs has been following the FDA’s formal transition plan. As of mid-2025, the FDA confirmed that Bubs submitted new infant formula notifications for its Essential, 365 Day Grass Fed, and Goat formulas by the expected deadline. This means Bubs is actively moving through the standard U.S. regulatory process rather than operating under a temporary exemption.
Age Ranges and Stages
All three Bubs lines come in multiple stages. Stage 1 (Infant) covers birth through 12 months. Stage 2 (Follow On) is designed for older infants around 6 to 12 months who are also eating solid foods. Stage 3 (Toddler Milk) is for children 12 months and older. There’s also a “Growing Up Nutrition” option for older toddlers. Iron content increases from Stage 1 to Stage 2 across all lines, which aligns with the higher iron needs of older infants.
How to Prepare It
Bubs uses the standard formula mixing ratio of one level scoop per 2 ounces of water. Keep in mind that the powder itself adds volume, so 4 ounces of water plus 2 scoops gives you about 4.4 ounces of prepared formula, not 4. This is normal for all powdered formulas. Always measure the water first, then add the powder. The final volume after mixing is what counts toward your baby’s intake.
Potential Drawbacks to Consider
Bubs is priced higher than mainstream U.S. brands like Similac or Enfamil, which is typical for imported, organic, or specialty formulas. Availability can also be inconsistent depending on the retailer, though it’s widely stocked online through Amazon and the brand’s own U.S. website.
It’s also worth noting that goat milk formula is not appropriate for babies with a confirmed cow milk protein allergy. Goat and cow milk proteins are structurally similar enough that most babies allergic to one will react to the other. The goat milk line is better suited for babies with lactose sensitivity or general digestive fussiness rather than a true milk protein allergy.
Finally, while Bubs markets the A2 protein in its goat and Supreme lines as easier to digest, the research on A2 protein benefits is still limited in infants specifically. Many parents do report less fussiness after switching to A2 formulas, but the evidence is stronger in adults than in babies at this point.