UK Volume 21 Superbrands UK Annual Vol.21 tommee tippee ® is the UK’s number one baby feeding accessories and sleep brand as well as one of the top brands of infant products in the global market . It provides intuitive and stylish products, loved by babies and recommended by generations of parents Market The UK baby accessories market is estimated to be worth approximately £355m (Source: IRI, Profitero & Company Data, June 2020) and encompasses everything from bibs and bottles, to monitors and harnesses. It does not include nappies, wipes, toiletries, formula milk, baby food or nursery furniture. tommee tippee ® is number one in six of the top 10 categories in the baby accessories market, including bottles, soothers and cups (Source IRI, June 2020). tommee tippee ® has just under a quarter of the total market share by value (Source: IRI, Profitero & Company Data, June 2020). Internationally, it is sold in more than 70 countries. Product Every tommee tippee ® product has been designed around one key principle – to make parents’ lives easier. Since introducing the original spill-proof cup, tommee tippee ® has earned a reputation for its clever ideas and the quality of its intuitive products that support children on their journey from newborn through to independent sleeping and feeding. In recent years, significant additions to the product portfolio have included the Closer to Nature ® baby feeding bottle, Perfect Prep ™ bottle preparation machine and Twist & Click nappy bin. In 2020 tommee tippee ® introduced two new product ranges to its extensive portfolio; the Made for Me breastfeeding range and, for the first time, a tommee tippee ® sleep range which includes sleepwear and accessories. Breastfeeding can be a wonderful experience however for many mums, breastfeeding can be a challenge. As every mum is unique, the Made for Me breastfeeding range includes electric, manual and silicone pumps to suit her needs, plus a range of accessories to help support mums to feed whenever and wherever they want. Parents will lose a staggering 44 days of sleep in the first year of being a parent. Following the acquisition of the Gro Company in 2018, tommee tippee ® has launched its first sleep range including swaddles, sleep bags, light and sound aids and other accessories, all designed to encourage safer and longer periods of sleep for babies, and parents alike. These product launches yet again demonstrate tommee tippee ® ’s ability to listen to its consumers’ needs and provide innovative solutions to help them #ParentOn. Achievements tommee tippee ® continues to impress industry professionals, as well as parents, with products winning an array of awards. Once again, tommee tippee ® swept the boards at the MadeforMums awards with 10 awards in total, including Gold ‘Can’t Live Without’ product for Perfect Prep Day & Night, Best Portable Sleeper for the tommee tippee ® Sleepee Basket and Best Nursery Accessory for Groegg2. Recent Developments As part of its digital transformation strategy, in December 2019 tommee tippee ® launched its first direct to consumer e-commerce website in the UK, closely followed by the USA in February 2020. The Magento powered platforms give tommee tippee ® greater capability in delivering its purpose of ‘helping mums and dads enjoy the roller-coaster ride of bringing up baby’. As well as e-commerce capabilities, the platform also houses an extensive Parent Room containing hints, tips and real parent stories. Exclusive content is also available through the tommee tippee ® email club where users can sign up for useful articles, money-saving offers and bespoke content. Since launch, the websites have seen over three million website sessions, helping more than 1.7 million new mums and dads #ParentOn, but the journey doesn’t stop there. The Australian site is set to launch in late 2020 and moving into 2021, tommee tippee ® has an ambitious European Seven Perfect Prep machines are sold every hour in the UK* DID YOU KNOW? * Source: IRI & Company Data, June 2020