See how HoopDee! partnered with Gembah to launch the HoopDee Hoop—an NFC-enabled baby care product helping parents track bottles with ease.
When Baltimore-based founder Roxie Alsruhe became a new mom, she quickly discovered a challenge most parents face but few talk about openly: managing breast milk and formula safely and efficiently. Tired of guesswork, forgotten bottles, and wasted milk, Roxie set out to build a smarter system for parents everywhere.
Her flagship product, the HoopDee Hoops, is a simple silicone band with NFC technology that syncs to a mobile app. Together, they help caregivers track freshness, manage inventory, and eliminate the stress of asking, “Is this bottle still safe to feed?”
The Idea Behind HoopDee!
Roxie’s inspiration came in those early weeks of parenthood, when her underweight newborn required strict milk management. Every ounce mattered, but traditional tracking methods—mental notes, sticky labels, even spreadsheets—fell short.
“I relied on my phone for everything. I thought, why not create a product that manages bottles for me? That way, I wouldn’t be standing over the sink at 3am wondering if it was safe to feed my baby this bottle.” — Roxie Alsruhe, Founder of HoopDee!
From this personal frustration grew HoopDee!, a brand that aims to solve real parenting challenges with smart, playful, and reliable products.
Partnering with Gembah
To bring her idea to life, Roxie turned to Gembah for expertise in sourcing and manufacturing. The HoopDee Hoop required not only durable silicone manufacturing but also the integration of NFC chips—making it far from a lightweight project.
Gembah supported Roxie with:
- Factory sourcing to identify reliable partners capable of producing high-quality, dishwasher-safe silicone bands.
- Supply chain support to ensure scalability and long-term production reliability.
- Product extension guidance, helping Roxie explore brand-building opportunities like promotional teethers and other accessories to increase average order value and strengthen customer loyalty.
Building a Brand Parents Will Remember
Unlike many baby brands with soft, interchangeable identities, HoopDee! is designed to be bold, fun, and memorable. Roxie describes her brand ethos as creating “a lovable mascot and a line of products that don’t just help with milk management but make parenting easier and more joyful.”
With the HoopDee Hoop as the flagship product, HoopDee! plans to expand into additional offerings that reinforce its identity and build a loyal community of parents.
What’s Next for HoopDee!
The HoopDee Hoop launched in November 2025, marking the first step in Roxie’s vision to transform how parents manage bottles and beyond.
“I wish I had found Gembah sooner, because I would have used their product designers too. But now that we’re working together, I feel confident about scaling production and building the HoopDee! brand the right way.” — Roxie Alsruhe
Gembah will continue supporting Roxie as she moves closer to launch, ensuring her innovative solution reaches parents everywhere.
Key Takeaways
- Founder insight: Roxie identified a pain point from personal experience and turned it into an innovative product.
- Flagship product: HoopDee Hoop—silicone NFC-enabled bands for bottle freshness and inventory tracking.
- Gembah’s role: Factory sourcing, supply chain support, and brand extension guidance.
👉 Follow HoopDee!’s journey as they launch the Hoopty Band and continue innovating in baby care.
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