Feeding products mix of functional, fun

The nursing and feeding products category is constantly being redefined, with manufacturers tweaking their products to make them more user-friendly and comforting for both parents and their kids.

The infant feeding niche in particular continues to evolve as manufacturers try to meet the needs of new moms, particularly those who are breastfeeding. According to a 2005 study by the U.S. Centers of Disease Control that looked at children between 19 and 35 months old, about 73% had been breastfed at least once, 39% were breastfed at 6 months and 20% were breastfed at 1 year.

The latest nursing products are designed to help working mothers and others continue breastfeeding and include advanced pumps and bottles with more natural-shaped nipples. Jeff Durkee, director of sales at juvenile products distributor Regal Lager, has worked in sales in the nursing products field for 12 years, including a stint at Avent America. He has noticed a change in infant feeding during the past few years. "There is more of a swing back to breastfeeding," he said, noting that the more "militant" style of some breastfeeding advocates has been replaced with tamer encouragement.

"Women are told to 'do it as long as you can,'"Durkee said.

Regal Lager is the distributor of Second Nature, an infant feeding system that's been on the market for two years. Second Nature has updated its system with a new-look nipple designed to mimic breastfeeding for women who wish to supplement with a bottle. Durkee said the system also was popular with moms who had chosen not to breastfeed but wanted their children to experience the sensation of breastfeeding.

"It was very much in response to consumer feedback," Durkee said of the changes. "The medical community loves the concept."

The company also is launching a preemie nipple, which helps babies who might not be strong enough to suckle but will eventually breastfeed, and a breast pump adapter that works with other brands. A Second Nature breast pump also is on the horizon.

Avent also has added to its lineup as it looks to win over moms. The company's newest breast pump, the Isis iQ Duo twin electric pump, was introduced at the JPMA show in May, where it won the organization's Innovation Award. The pump is designed to mimic the mother's own pumping rhythm. Instead of preset controls, the pump uses variable suction, speed and rhythm — a first for the market.

The manufacturer said the pump has been a hit during its first few months in stores and it has "received very positive feedback from both consumers and retailers." Avent said mothers are happy to finally have a pump they can personalize for their own comfort.

Avent noted that as more women breastfeed, it has seen an uptick in pump sales and more retailers are interested in stocking the units.

In addition to finding the right breast pump, women also have to contend with the issue of storing their milk. Two Florida moms hope to make the process a little simpler with a new product, dubbed Slim Lines Milk Trays. "It's basically an ice tray for breast milk," said co-founder Abi Merkle.

Unlike regular ice trays, the Slim Lines tray has eight 1-ounce tubular spaces. Moms pour the milk in the trays, and after the liquid is frozen, she gives the tray a gently twist to loosen each long cube of milk. Because of its slender size, the cube can fit into most bottles or nursing bags, unlike regular cubes. "We wanted to come out with something universal to all bottles," Merkle said.

As kids grow and begin to feed themselves, fashion becomes nearly as important as function in feeding products.

Juvenile products manufacturer Munchkin has an extensive assortment of feeding and drinking products, including sippy cups, dishes, bowls and utensils, many with soft tips and handles. One of the company's best-sellers is the insulated straw cup, available in either bright colors or with licensed characters such as Dora the Explorer and SpongeBob SquarePants.

"Our insulated straw cups have a unique spill-proof system, so they don't leak when the straw is in the open or closed position," said Angela Jeong, senior brand manager at Munchkin.

Jeong added that the Munchkin's Fresh Food Feeder was also popular, as it allows parents to cut down food for baby, reducing choking risks.

Many of the products on the market are designed to win over toddlers with either fun colors or favorite characters or brands, such as Zak Designs' Cars mealtime set, based on the recent Disney /Pixar movie. Sugarbooger also offers melamine and ceramic mealtime sets in a variety of patterns and colors and boxed for gift-giving.

Artist Jill Rosenwald has recently joined the juvenile feeding category with a new line of melamine dishes, called Jill Rosenwald by Magenta, ranging in retail price between $19 and $38.

"I like being able to give your kids something that's pretty and unbreakable," Rosenwald said.

Second Nature has revamped its bottle feeding system in response to customer feedback.

Munchkin's insulated straw cups are a top-seller.

Licensed patterns, such as Zak Designs' Cars-themed dishes, are popular on kids tableware.

Slim Lines Milk Trays are made of a flexible medical grade plastic and come with a cover for use when freezing.