Feeding a baby sounds simple until real life sets in. Bottles stack up in the fridge, frozen milk fills the freezer, and labels fade as timelines blur. For many parents, tracking breast milk or formula adds another mental load to an already full day. That is where HoopDee steps in by quietly offering structure, clarity, and a little peace of mind.
Founder Roxie Alsruhe didn’t set out to build a tech company. She was trying to solve a very personal problem. “I was wasting my wife’s breast milk because I didn’t know when it expired,” she says. “I Googled it, and there was so much information. Our son was two weeks old, and I just thought there had to be a better way.”
That moment turned into HoopDee, a brand built around simplicity, safety, and making feeding routines easier for everyone involved.
From Research to Real Life
HoopDee began with interviews, research, and reading studies. Alsruhe followed the CDC breast milk storage guidelines and confirmed that other countries use similar timelines. She explains, “I wanted something quick, easy, and intuitive,” adding, “and I really wanted a color-coded system so bottles were easy to identify.”
The team first built the app, working with coders to create a smart tracking system. Then came the physical product. Silicone hoops with built-in NFC chips that sync to the app by tapping, similar to tap-to-pay technology. No batteries. No charging. Just tap and go.
Alsruhe confirms that while the syncing part was actually fast, “the testing took time. We needed the Hoops to stretch but not lose their shape.”
An App That Does the Thinking
The HoopDee app works as a breast milk app tracker, a bottle-feeding app, and an inventory manager all in one. It calculates how long milk is safe to use, which bottle should be used first, and how much supply you have based on your baby’s feeding patterns.
“With my system, the app thinks for me,” Alsruhe says. “It tells you what to use and when.” As a result, “that mental load disappears.”
The app works even without the Hoops. If you don’t have one, it prompts you to write a number on the bottle so it still syncs correctly. It also tracks formula and frozen milk, including HoopDee’s branded freezer bags, which are tested and food-safe.
Designed for Real Families
In March 2025, after multiple rounds of testing and feedback from parents, UX designers, and clinicians, the app was officially finished. Over 40 hospitals, practices, doulas, and private clinics recommend and share the HoopDee app, which uses the CDC breast milk and formula storage guidelines.
“The product was performing exactly how it was intended,” Alsruhe says. “Someone told us, ‘You guys really thought of everything,’ and that meant a lot.”
The Hoops themselves are child-safe, dishwasher-safe, waterproof, and flexible enough to fit any bottle. You never have to remove them. That design choice came from watching how busy parents really move through their day.
Built for the Whole Village
“My secret mission is that this is something dads can use,” Alsruhe says. The app can be shared with any caregiver. Grandparents, partners, babysitters, and anyone helping with feeding can tap in and update the system. She knows this firsthand. “My parents use it because they help with the baby. You get the village involved.”
There is even a gamified element. When someone feeds the baby and logs it, the app recalculates the supply in real time. It becomes a shared tool instead of a solo responsibility.
A Smart, Quiet Parents Hack
HoopDee feels like a true parent hack because it doesn’t ask parents to work harder. It works for them. It blends safety, research, and intuitive design into a system that feels calm instead of complicated.
“We want smart, happy, strong babies,” Alsruhe says. “And we want parents to feel supported while getting there.”
In a space filled with loud promises and flashy tools, HoopDee stays grounded. It is practical and thoughtful, and it meets parents exactly where they are.