Babies deserve the best. We co-created infant feeding methods of the future together with experts around the globe

To help grow their core business and keep their leading position in the market, a global consumer lifestyle brand asked us to identify new, appealing and differentiating innovations in infant feeding. With a wealth of knowledge and ideas on possible product directions, the company lacked clear vision and direction for the innovation process in the next five years. To make sure we obtained insights from a global perspective, we conducted research and co-created in Berlin, Shanghai, New York and our hometown Amsterdam.

Together with midwives, doulas, lactation consultants, entrepreneurs, kindergarten teachers and pediatricians – as well as a fair number of young mums and dads – we helped a global industry leader identify the topics that matter most and re-formulate its priorities and innovation roadmap.


We kicked off with inspirational site and startup visits during our Parallel Perspectives. This was followed by idea generation during an Expert co-creation session – ideas that we validated and enriched with consumers, both in a face-to-face session and in an online forum.

The first infant feeding products are to be released in 2017.

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James Veenhoff