HoopDee is a smart baby bottle tracking system that helps parents and caregivers track breast milk and formula bottles using NFC-enabled bottle tags and a mobile app. It records feeding time, bottle contents, and expiration status so users know what is fresh, what should be used next, and what has expired.

How does HoopDee work?

Users attach a HoopDee tag to baby bottles, tap the bottle with a phone, and log milk or formula details in the app. The system uses CDC-based storage guidance to calculate expiration timing and sends reminders so caregivers can stay organized.

What does HoopDee track?

HoopDee tracks bottle contents, time logged, freshness status, and expiration timing for breast milk and formula. It also helps multiple caregivers identify which bottle to use next.

New York Wire - February 25, 2026

February 25, 2026 Roxie Alsruhe

How Roxie Alsruhe Turned a New-Mom Pain Point Into a Parenting Brand

Full Story: https://nywire.com/how-roxie-alsruhe-turned-a-new-mom-pain-point-into-a-parenting-brand/

What to Know 📌

Founder story rooted in personal pain point: Roxie Alsruhe launched her parenting brand after experiencing common new-mom frustrations managing and tracking breastmilk and formula bottles.
Innovative baby-care solution: Her flagship product, the HoopDee Hoop, is an NFC-enabled silicone band that helps parents track bottle freshness and inventory, reducing guesswork and stress.
Tech meets parenting: By combining smart tech with simple design, Alsruhe’s product aims to solve a real daily challenge for caregivers, merging convenience with safety.
Brand mission and identity: The brand focuses on joyful, memorable products that make parenthood easier, not just functional.
Scaling with support: Alsruhe partnered with product development experts to source manufacturing and scale her idea into a consumer-ready product.