How HoopDee is Modernizing Breast Milk and Bottle Tracking for Today’s Parents

Life can feel so much brighter when a baby is born, but it can also get a lot more complicated. A whole host of new responsibilities must be carefully navigated, not least of which being bottle- and breastfeeding. Keeping track of feedings, how long milk stays fresh, and more only adds to the demands of parenting. HoopDee aims to create clarity, so that nothing goes to waste.

The Inspiration Behind HoopDee

About two weeks after her son was born, founder Roxie Alsruhe observed that her wife’s breastmilk would occasionally go to waste. She realized that neither of them knew when the milk expired, and turned to Google for help. When Alsruhe discovered just how much there was to keep track of, she began developing the HoopDee concept.

“The classic is tape and write the date,” Alsruhe explained, “but you still need to calculate when it expires, and when you get busy, things get forgotten. It’s very analog. If you take a bottle out, it’s up to you to remember when you take it out, and once your baby sips from the bottle, they only have two hours to finish it before it should get tossed.”

A Simple, Functional, and Intuitive App

Building a hardware and software business from the ground up was an unfamiliar process for Alsruhe; it took longer and cost more than it would have if she had experience. However, she saw the potential of this concept and persisted. Alsruhe conducted interviews and research, read existing studies, and analyzed CDC breastmilk storage guidelines. In time, she settled on a color-coded, tech-based solution for HoopDee.

The result of the HoopDee initiative is a set of silicone Hoops with NFC chips built in, designed to sync the bottles to a central app. The Hoops are child-safe, food-safe, dishwasher-safe, waterproof, and stretch to fit any bottle; ultimately, they are designed to make labeling simple. Notably, the Bottlefeeding app is free and designed to function even without the Hoops, and NFC chips require no charging.

“The app will calculate your entire supply based on how much the baby eats and how much you have in inventory, also your frozen stash,” Alsruhe explained. “We have our branded freezer bags, tested and food-safe.”

Making Headway in Medical Practices

Today, HoopDee’s app is recommended  by more than 40 public and private practices, hospitals, and doulas in the United States. Most hospitals follow CDC breast milk and formula storage guidelines, which the HoopDee app uses to calculate its expiration times. Active use by medical institutions certainly makes for good advertising, but HoopDee’s breastmilk app tracker was also named Best Booth at the Chicago PREGO Expo in May 2025.

“[I often hear] ‘You guys really thought of everything,’” Alsruhe shared. “That’s because we took the time… every household, parent, and baby is different.”

What’s Next for HoopDee?Looking to the future, HoopDee aims to become a genuine household name, appearing as a notable item on every baby registry. In order to accomplish this goal, the company intends to actively expand its list of features, all while making sure that its product remains functional and easy to use. Since its founding, HoopDee has aimed to make parents’ lives easier. As the company grows, that mission remains unchanged.