focus WEANING
Bottle
to bowl Weaning can cause many parental anxieties. Fortunately as a product category brands have it covered.
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he transition from breast or bottle feeding to weaning onto solids and teaching infants how to self feed can cause a plethora of problems for parents. Nursery Today asked Vital Baby’s Senior Product Development Coordinator, Hannah Juniper whether we have sufficient innovation within this category to aid parents in making this a smooth transition. “Weaning certainly can be an overwhelming journey for parents and babies. Babies are exploring new and exciting tastes and textures and parents are naturally concerned that their baby is getting the correct foods with the right nutritional values.” Said Hannah, adding “The key to successful and worry-free weaning is to be able to relax and enjoy the fun. For that, your product choice is very important. Careful consideration has gone into the innovation of our Vital Baby NURTURE, HYDRATE and NOURISH ranges – they’re designed to work alongside each other when baby is ready to wean to make the journey as smooth and enjoyable as possible. From feeding bottles that make breast and bottle combination feeding a breeze to long, easy grip spoons with soft, shallow tips and soft spout non-spill cups that are easy to drink from and hold, Vital Baby have it all covered.” Nuby’s Head of Marketing, Helen Curran would agree commenting “It’s natural for parents to find weaning a little daunting, especially if it’s a new experience. “We’ve recently launched an innovative new weaning tableware range, but although good products help make the process easier, it’s more important that parents have the knowledge, support and confidence to aid the transition to solids.” Helen also feels that information to assist is always there to offer a helping hand adding “There are so many sources of great advice available. Parents can seek information from health professionals, weaning experts or watch influencers sharing their weaning journeys on social media for inspiration.” When we look at teaching how to self feed, is it important that feeding products
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are ergonomically designed? Hannah told Nursery Today “it’s important to take everyone’s needs into account - both Image courtesy baby and parent” adding “everything about weaning and feeding development is gradual and can change from week to week – one week babies struggle to any specific message to the consumer? who are perhaps more eco-aware, are bring their spoon to their mouth and the “Parents are increasingly sharing their consumers also now perhaps more next they could be feeding themselves! weaning journeys, experiences, concerns than ever, looking more closely at the Because of this, we’ve made sure that our and questions on social media. type of materials used in manufacture products grow with babies and parents “It can be a great way to learn, connect on these type of products? As an eco at the same time. As an example, our and find a supportive community of brand, Celeidh would give a definite ‘yes’ NOURISH range starts with soft, shallowparents going through the same process.” commenting “Parents are very good at tipped, long-handled spoons – soft and Comments Helen, adding “The downside researching what’s best for their children. shallow tips for babies who, at this stage, of social media is that it can sometimes We’ve received a lot of inquiries about our can’t use their tongue to scoop food from show an unrealistic and glossy image of bamboo tableware the spoon, and long parenting. It’s best for parents to follow since some European handles for parents influencers and other parents that give countries banned to reach into food jars the sale of Bamboo honest advice about real-life parenting.” or rest on the side Fibre tableware for Finally, what type of benefits can of the bowl during children for having retailers expect by stocking products mealtimes. From dangerous levels of that cater to assist parents through there, our NOURISH Formaldehyde in their weaning journey with their little range guides parents them. Our tableware one? Celeidh feels this is a great selling and babies one step is 100% natural category for retailers stating: “Weaning at a time, helping bamboo and hasn’t is a high potential sales and profit them go at their own been mixed with category for retailers, many of whom pace.” Melamine which is have had only a limited offer in this area. Eco Rascals Coessentially a plastic. No retailer dominates this category Founder Celeidh Cook Parents are also hyper so the opportunity for incremental Hannah Juniper, Vital Baby understands these aware of the dangers growth is enticing. The consumer trends challenges telling us: of their children being exposed to plastic towards products that are good for “Our spoon handle is short to allow for the - in particular plastic which comes into children and good for the planet are only child to guide it to his/her mouth more contact with hot food.” accelerating. Eco rascals are investing in a easily. Eco rascals plates have sections and Hannah also feels that consumers are UK team to help maximise this category walls high enough to support a child who is very “switched on” commenting that “The for retailers.” still mastering their pincer grips.” consumer has instant access to a world As Hannah says “One thing is for sure, We also asked Celeidh whether brand of information through the internet every baby will need to be weaned at some awareness is important within this some good and some bad, let’s face it. point. So if you’re a nursery retailer or you category? “It is definitely important but When we design our products, we take have a nursery department in your store, not enough, brands must offer something material choice into account to ensure you don’t want to be missing out on the special too like design and being that we constantly deliver to every aspect sales that feeding and weaning can deliver,” environmentally kind. Great quality of consumer needs, from safety and adding “For stores that have historically products and great customer service sets functionality, to durability and sustainability. focused on bigger purchase items, brands apart in this category too. Parents All materials used in Vital Baby products weaning can deliver easy incremental sales are so passionate about giving their are put through stringent testing regimes opportunities. There are lots of choices out children the best start in life and we’ve there, so be sure to make your selection to ensure safety at all times, and the vast been so well supported by Mums who stand your store or section out from the majority are fully recyclable too.” genuinely love our products and cooking crowd, giving you that critical point of What about social media, how active for their children.” difference to your competitors.” is this within this category does it drive With the rise of the modern parent
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One thing is for sure, every baby will need to be weaned at some point. So if you’re a nursery retailer or you have a nursery department in your store, you don’t want to be missing out on the sales that feeding and weaning can deliver
