Three Aussie Mums Shake up The Baby Formula Industry
After the adrenalin rush of birth, one of the next hurdles to navigate is feeding your baby. Much like having a birth plan, a feeding plan will help you be prepared and make informed choices if things don’t go the way you expect. Enter mumamoo – a premium, scientifically developed infant formula created by a trio of Aussie mums who created a product they couldn’t find themselves when breastfeeding failed or maternity leave ended.
Made from the milk of grass-fed, free-range cows, mumamoo is proudly Australian made and in an Australian first – wholly female founded and owned.
“mumamoo is making available everything we wished we had access to in a formula for our own babies,” says founder Charlotte Chambers, who exclusively breastfed both her babies before turning to formula on her return to the workforce. “We are here for all feeding journeys and our aim is to support as many parents & caregivers as we can,” she added.
With six children between the three founders, the mums behind mumamoo know first-hand how confusing choosing a baby formula can be and the underlying pressures that exist for women around feeding. At the heart of mumamoo is a desire to provide women more options for nurturing their baby, at the same time as evolving the conversation around feeding with a message that ‘supported is best’.
“We are supportive of all feeding journeys and understand that no two experiences are the same,” says Charlotte. “While we are a formula company, we advocate for the goodness of breast milk and breastfeeding – but this is not always a reality for so many women for a variety of complex reasons. Modern families are diverse and as a result, there are a huge number of women and families needing to access an alternative to breast milk.”
It’s this support of all parents during a particularly vulnerable time in their life that prompted the mums behind mumamoo to support Perinatal Anxiety and Depression Australia (PANDA) by donating a percentage of all online profits to support mental health for expectant and new parents. Better still, mumamoo have made buying online and supporting PANDA even easier with their unique ‘click and forget’ subscription service so parents can rest assured they will always be able to access their chosen product.
Being able to provide consistent supply and accesibilty to all households is also key to the mumamoo ethos. The formulation is nutritionally complete, with a greater combination of vitamins and minerals than its competitors, while still being affordable for everyday households and has been given the all-important tick of approval by leading paediatric nutritionists to ensure compliance with current strict Australian nutritional requirements and guidelines.