Philips AVENT celebrates the launch of their innovative breast pump and feeding range to help mums breastfeed for longer.

June 3, 2013

Sydney, Australia – Philips AVENT, Australia's most preferred and recommended mother and childcare brand1, has announced its biggest launch in 25 years with the innovative Philips AVENT 'Comfort' manual breast pump and 'Natural' feeding bottle.

 

Responsible for a long series of firsts in the baby feeding category, this new innovative range, designed with mothers' needs in mind and developed in cooperation with healthcare professionals, takes infant feeding to yet another new chapter.

 

"Philips AVENT understands infant feeding needs on the most intimate level because we involve mums and their babies at the earliest phase of the product development process," said Belinda Sahlman, Marketing Manager, Mother and Childcare for Philips Australia. "This is particularly important today, when mums have so many competing pressures, we need to ensure that our products support mums to help them breastfeed for longer and give their little ones the best start in life".

 

Philips AVENT Comfort manual breast pumps

 

The Philips AVENT Comfort manual breast pump allows mothers to express milk in a comfortable, reclined position, instead of leaning forward. This is because the new pump has a unique compact breast shield design, with a shorter, integrated funnel. This prevents backache, aids relaxation and encourages easier milk flow.

 

According to a survey conducted by Philips AVENT of Australian mothers2, the number one feature parents look for when purchasing a breast pump is ease of use. The Philips AVENT Comfort manual breast pump is compact in design, with an ergonomically shaped handle for effortless fingertip control. This allows mothers to keep a tight seal on the breast, making pumping considerably easier.

 

The unique massage cushion with soft petals gently compresses the breast to stimulate milk flow, cleverly mimicking the baby's natural suckling behavior. This innovative cushion has a distinctive, velvety texture that feels warm on the breast, stimulating let-down, for easier milk flow and more milk naturally.3

 

Philips AVENT developed the new Comfort manual breast pump with leading lactations consultants to ensure mothers are as comfortable as possible when expressing milk, hence a greater supply of milk that ultimately allows them to breast feed for longer.

 

Philips AVENT Naturals feeding bottle

 

Philips AVENT is dedicated to helping mothers' breastfeed for longer, as breastfeeding provides babies with the best start in life and is a key contributor to infant health4.

 

However, Philips AVENT also recognises that there are times when this is not possible and the demands of modern life mean that mothers may be separated from their baby. This is why Philips AVENT has collaborated with healthcare professionals and conducted research with more than 15,000 mothers worldwide to understand the physiology of milk expression. The result is the development of new innovative bottle range that allows infants to feed more naturally or as close to breast as possible.

 

The new Philips AVENT Natural teat now resembles the size, shape and softness of the breast, more so than its predecessors, for an even more natural feed. The teat’s breast-shape design encourages the baby to open its mouth wide for a natural latch on, making it easier to combine bottle and breast feeding.

 

The Natural teat also includes an advanced twin valve, anti-colic system to help reduce colic and discomfort by venting air into the bottle and not baby’s tummy. Unique comfort petals in the new Natural bottles’ soft silicone teat increase flexibility and stretch of the teat, preventing teat collapse for a smooth, natural and uninterrupted feed.

 

"We are thrilled to launch the first redesign of the iconic feeding bottle in over 25 years as it demonstrates our commitment to meaningful innovation, and creating products that can really make a difference," said Belinda Sahlman, Marketing Manager, Mother and Childcare for Philips Australia.

 

The launch of the new Philips AVENT bottle and breast pump ranges reflects the many years of research and rigorous testing Philips AVENT has dedicated towards creating the highest quality baby care and feeding products.  The Natural range with its unique design supports mothers and makes caring for babies more comfortable and natural.

 

The AVENT Natural and Comfort ranges are available at Babies R Us, Toys R Us, selected pharmacies and baby stores nationally from June 1, 2013.

 

For more information about Philips AVENT Natural and Comfort ranges please go to www.philips.com.au/avent 

 

 

Philips AVENT Comfort breast pump
(Manual)

  • Allows mums to express milk in a comfortable, reclined position, instead of leaning forward
  • Prevents backaches through ergonomic design
  • Innovative, active massage cushion, which feels warm and natural on the breast
  • Soft silicone petals gently massage the breast to stimulate the let-down reflex, encouraging milk flow and supply
  • Available in single pump option only

Single Manual Pump
(SCF330/20): $99.95

 

Philips AVENT Natural feeding bottle
(BPA-free polypropylene or PP bottles)

  • First major redesign in 25 years
  • More ergonomic for extra comfort, easy grip in any direction for a baby’s hands
  • Breast-shaped teat for the closest thing to natural breastfeeding
  • Easy latch-on and high teat acceptance
  • Unique comfort petals and silicone teat with high flexibility and stretch, preventing teat-collapse
  • New, advanced anti-colic system vents air back into the bottle rather than into the baby’s tummy through a one-way twin valve
  • Prevents leaks
  • Clinically proven to reduce colic
  • Available in two sizes, in single or twin packs

Natural PP bottles

 

125ml
Single bottle (SCF690/17):
$10.95


Twin pack (SCF690/27): $19.95

 

260ml
Single bottle
 (SCF693/17): $11.95


Twin pack (SCF693/27): $21.95

 

 

 


 

1 Study conducted among 503 Australian mothers by Neilsen Company, 2012
2 Philips AVENT online customer survey of 285 mothers in Australia conducted in March 2012

3 More comfort: 82% of 64 UK breastfeeding mothers agreed that this breast pump was more comfortable than their current pump (main market brands).

4 http://www.health.gov.au/breastfeeding, accessed 9 May 2013

For further information, please contact:

Kyra Washington

 

FleishmanHillard

Tel: 02 90259237

E-mail: kyra.washington@fleishman.com.au 

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About Royal Philips:

Royal Philips (NYSE: PHG, AEX: PHIA) is a diversified health and well-being company, focused on improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2012 sales of EUR 24.8 billion and employs approximately 116,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral healthcare. News from Philips is located at www.philips.com/newscenter..