Operation Fly Formula, Explained

Spring of 2022, the U.S. formula crisis was in full swing. If you’re a parent to a partially or fully formula-fed baby or toddler, you likely remember how it felt this time last year: frightening and nerve-racking. 

At Aussie Bubs, we knew we had to help out as soon as possible. That’s why we were the first formula brand to respond to the FDA’s Enforcement Discretion program, which was meant to swiftly increase the supply of infant formula in the states. Because we own our manufacturing, we were able to immediately scale production by about four times, with teams working around the clock. Our team was in constant contact with the White House, coordinating securing planes, flight plans, retail placements–you name it. It was an intense time. But access to clean nutrition for every bub is at the very core of our brand purpose, so we knew we had to step up.

As we commemorate a year of Bubs infant formula here in the U.S., let’s take a quick look back at our 2022 mission to help Americans families during the formula shortage – Operation Fly Formula. 


May 16th, 2022

Remember that Enforcement Discretion program mentioned before? It was announced on May 16th, 2022 and Bubs was the first manufacturer to respond with application numbered 001.001.

May 27, 2022

Bubs received FDA regulatory acknowledgement as a manufacturer under the Enforcement Discretion Program for six infant formula products. This was our first step toward bringing a steady formula supply to the states. 


June 1, 2022

The first two Operation Fly Formula flights were announced by the White House in June 2022, transporting Bubs Australia infant formulas from Melbourne, Australia to California and Pennsylvania. These first flights alone accounted for more than 380,000 pounds of infant formula, which is about 5 million 8-ounce bottles.


June 20 & 21, 2022

After Operation Fly Formula took to the skies, Bubs was stocked on retail shelves in the U.S. After just two flights of the six planned by our team, our CEO was a featured speaker in the White House council to accelerate infant formula production alongside President Biden. 


June 22, 2022 

The White House announced Bubs Australia’s next two Operation Fly Formula flights from Melbourne to Los Angeles and Philadelphia by July 5. Those two deliveries carried 320,000 pounds of formula (more than 5 million 8-ounce bottles, and were available at Target, Albertsons, Kroger, Walmart and a few other retailers.)


July 6, 2022 

By this point, many American families were seeing Bubs on shelves at their local grocery store for the first time.

Present Day

Today, we’re the #1 goat milk formula for infants and toddlers in the U.S., a title we’ve long held in Australia. Our formulas can be found in more than 7,000 stores in 42 states. We remain committed to providing families with high-quality formula to support their baby’s first 1,000 days of life.