Our Commitment

Stand with the Mothers

We believe that caring for mothers and parents takes more than a village — it takes an army. So, know this. We see you. We’re with you. We support you. Every step along the way.

Supported by healthcare professionals

Education to empower

Through social content website articles, email newsletters and resource downloads, we support, educate and empower pregnant women and new parents as they embark upon their journey.

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Mum-trusted, Midwife-recommended products

Our founders own breastfeeding challenges created a passion to help other mums, that still inspires everything we do today. We will always be a mothers-first company. After all, she is the reason we exist - and so, we develop effective and thoughtful products, leading by example. Because when mothers thrive, we ALL thrive.


Midwife live chat

Free access to dedicated midwives

Our dedicated team of midwives are on hand to talk 5 days a week, completely free of charge, so no mum goes without professional support when she needs it the most.

Chat with a Midwife

Every family deserves a healthy future

We stand with Mother Earth

Our future, our families’ futures, and the future of the planet all depend on the actions we take today. We stand with all mothers, including Mother Earth and are committed to climate neutrality by 2030.

Our Commitment

Feed without prejudice

Encouragement to feed with confidence

Since 2017, our annual Feed with Confidence awards celebrate the people and places who support mums – wherever they choose to feed their

See past winners