Better Organization, Safer Milk, Happier Babies
When my son was born, my world lit up like nothing I’ve ever experienced before. It was beautiful and incredible.
I would be lying, however, if I didn’t say it was the most sleep deprived time of my life.
On top of that, our little guy became underweight in his first few days of life, and every ounce of breast milk my wife produced had to count.
My wife and I were doing everything we could to keep up with his needs, but the constant sleep deprivation made it nearly impossible to remember all the guidelines around storing milk.
My wife used a collection cup while chestfeeding, and then eventually she exclusively pumped. It was the milk from the collection cup and pump sessions that we had to properly store and track to maintain all its nutrients.
I found myself second-guessing everything:
Had I left a bottle out too long?
Was this one still safe?
The CDC guidelines were helpful—when I could actually remember them.
I started to wonder why something so important had to feel so complicated.
And when I couldn’t find a solution that truly helped, my wife suggested I build one myself.
I kicked that thought down the road as we tried to make it by one day at a time.
Then, there was one moment that changed everything.
I had left a bottle of breast milk out for too long (16 hours at least)—and I realized it too late.
I was furious with myself. That milk could have helped my son gain weight, and now it had to be thrown away. The guilt was overwhelming. I had let my wife and my son down and it was a terrible feeling.
I remember thinking: This shouldn’t be so hard. There has to be a better way.
That was my breaking point. And it was also my beginning.
From that moment on, I became determined to create a tool that would take the mental load off parents like me. Something that would remember the rules, track the timing, and send reminders so that nothing went to waste. HoopDee was born from that determination.
The HoopDee app is a smart, intuitive system that helps parents track and manage their breast milk with ease… and it’s free! It monitors storage times, sends gentle reminders before milk expires, and gives peace of mind that every drop is safe, fresh, and being used to its full potential. Built with tired, sleep-deprived parents in mind, HoopDee takes the guesswork out of breast milk storage—so you can focus more on bonding with your baby and less on remembering the rules.
After 14 months of surveys, interviews, designing and developing, HoopDee beta launched in March 2025 with its free app. It’s wild to think how far it’s come—from one exhausted parent’s desperate moment to building a system that supports families across the United States. The app is available for iPhone and Android. In summer 2025, HoopDee will be launching patent-pending products that automate the milk managing process even more and enhance the HoopDee app experience.
HoopDee exists because I was in the fog, I felt the pressure, and I wanted to make it easier. To every parent reading this: you’re doing an incredible job. And if HoopDee can make your journey just a little less overwhelming, then every step of this journey was worth it.
— Roxie Alsruhe | Founder HoopDee