Dr Brown’s New Products

for 2016

UK Options Launch –August 2016 onwards

Definition of Infantile

Colic?

Colic is a medical term to describe:

• Severe pain in the abdomen.

• Persistent & severe crying.

• Babies clench their fists, draw their knees up to their

tummy, or arch their back.

• Occurs mainly late afternoon or evening.

• Lasting at least 3 hours a day, 3 days a week.

Colic is very distressing for both baby and parent!

Colic occurs equally in boys and girls, and mainly in babies who are

bottle-fed.

Common causes of

Infantile Colic

• 78% of Healthcare Professionals agree that the most common cause of colic in young babies is caused by digestive or feeding problems, including swallowing air/trapped wind *.

• Temporary gut sensitivity to certain proteins and sugars found in breast milk and formula milk, i.e.: Lactose Intolerance or Celiac Disease.

• Gastro-Oesophageal Reflux Disease (GORD)Points 2 & 3 require medical attention.

Thankfully Colic often stops around 4-6 months

But there is a natural

solution……..

• Dr Brown’s Natural Flow Baby Bottles have been clinically proven to help reduce wind related colic by removing the air bubbles in the feed.

• Dr Brown’s Natural Flow is the midwives favourite, with over ¾ (76%) suggesting that mums try changing to this bottle *.

• Over half of those changing to Dr Brown’s Natural Flow saw an improvement in 3 feeds or less, outperforming any other brand*.

• Dr Brown’s was the first choice (43%) for mums changing their baby’s bottle to relieve the symptoms of windy colic *.

* Results from a HCP colic survey carried out by

Consumer Research – May 2010

Log on to: www.thecolicreport.com

Dr Brown’s Options Bottle with Convertible Vent System

• A NEW version of the current Dr. Brown’s Natural Flow bottle – the Dr. Brown’s Options bottle works with or without the internal vent system.

• With the vent system: The bottle is fully-vented and offers the same results that parents have come to depend on. The internal vent system continues to create fully-vented feeding that’s best for mum and baby.

• Without the vent system: The bottle works like a more conventional, teat-vented bottle, providing ease and convenience for parents when they need it.

Dr Brown’s will no longer be perceived as a pure “Anti-colic” bottle and Options will help keep consumers in

the brand for longer

Options Bottle

With the vent, benefits include

Helps Reduce Feeding Problems

Our bottles are known for reducing colic, burping, and wind. Parents prefer Dr. Brown’s because they can help alleviate feeding issues for baby. It’s yet another way we help babies experience happy feeding.

Proven To Help Preserve Bottle Milk Nutrients

Vitamins C, A, and E are critical for health in infancy. The Dr. Brown’s vent system reduces air bubble oxidation to help preserve bottle milk nutrients. This is important because vitamins and lipids are fragile, and susceptible to nutrient loss.

Vacuum Free Feeding Helps Digestion

Good digestion is essential for babies, particularly newborns. The vent eliminates vacuum pressure in the bottle, so baby can feed at will, even as a newborn.

Fully-Vented Bottle Design

Closest to breastfeeding. The vent also prevents teat collapse, so baby can feed comfortably, like breastfeeding.

Internal Vent System And Silicone Teat Work Together

Controlled flow so babies feed at their own pace. The internal vent and silicone teat are highly engineered to provide a consistent milk flow.

Some parents find removing the vent a convenient option when they

Have a baby whose feeding becomes

more developedOptions grows with your baby, allowing you to remove the vent when your baby develops beyond, or does not experience, feeding problems.

Want the convenience of a teat-

vented bottleWithout the vent, Options provides a feeding experience similar to most teat-vented bottles. This teat venting creates a controlled flow, offering babies an easy and convenient way to feed at their own pace.

New Vented Teat & Updated Internal Parts

Scalloped teat will allow air to vent through base when internal parts are not used

Insert will snap more securely into bottle collar.Vent hole is positioned below collar line designed so any leakage will flow back into bottle.

.

Insert and reservoir tube will be green to differentiate between older and newer bottles

New Options Teat

New Options Teats can be used on a

current Dr Brown’s Natural Flow

bottle with blue vent system in place.

New Teat Packaging –

product can stand up or hang

Scalloped base of teat allows air to

vent through bottle when vent system is

not used.

New Bottle Sizing

150ml / 5oz Bottle 270ml / 9oz Bottle

The Options bottles are designed so that they don’t need a travel disk.

The bottle cap touches the tip of the teat, which prevents leaking

Options Retail Packaging

New Options Packaging

Image of US packaging

Options Retail Packaging

New Options Packaging

Packaging Designed to effectively communicate the new features

Training Video

Medical Bottle - Victor

• Ultra Preemie nipple flow video

• Specialty Feeding video

Extensive UK Marketing/PR Programme planned

to support Options launch

Examples of US Product Launch Marketing Support

Option Bottles US Market Research

• Extensive focus group were held around the US with pregnant mums, mums of babies 0-6 months and babies 6-12 months.

• All mums agreed that the Options feature is a great benefit and they would purchase these bottles and recommend them to a friend.

• Initial 6 week sales in the US have shown a 20% up sell on Options Bottles, which has not affected the current rate of Natural Flow Bottle sales.

Medical Bottle - Victor

• Ultra Preemie nipple flow video

• Specialty Feeding video

Medical Bottle - Victor

• Ultra Preemie nipple flow video

• Specialty Feeding video

Print Adverts

Medical Professional Materials

Blogger Events

New Products & Range Extensions

New Pacifier Line

Dr. Brown’s Contoured Shield

PreVent Pacifiers

Stage 1, 0-6 months

Stage 2, 6-12 months

Stage 3, 12 months +

Product Features:

• Contoured Shield is gentle on baby’s face

• Suction-Free Air Channel helps reduce suction and palatal pressure

• Soft, suction-release bulb spreads wider as baby sucks for low

pressure comfort

• Thin-stem design is minimally intrusive on baby’s mouth

• 3 Stages to grow with baby: 0-6m, 6-12m, 12m+New Twin Pack Target RSP £5.49

New Glow in the Dark Prevent Pacifier

Stage 1, 0-6 Months

Stage 2, 6-12 Months

Same benefits as Prevent Pacifier

• Glows in the Dark so parents and babies can easily find

pacifier at night

• Designed by a Pediatric Dentist

• Suction-Free Air Channel Reduces Palatal Pressure

• Thin-Stem Design

UK Single Pack Only - £5:49

Silicone Soothers

Silicone Soother

• Soother bulb is the same shape as the Dr.

Brown’s® Standard / Narrow bottle teat

• Shield contours below baby’s nose

• 100% medical-grade silicone

• Easy to clean / Dishwasher safe Target RSP £3.99

New Training Cups

6 oz/180 ml Soft Spout Transition Cup, 6m+

• One-piece, soft silicone spout

• Handles designed for baby

• Attached lid stays open when

baby drinks and keeps spout

clean when not in use

• Easy to use / Easy to clean /

Dishwasher safe

Target RSP £4.99

New Training Cups

9 oz/270 ml Soft Spout Transition Cup, 9m+

• One-piece, soft silicone spout

• Cup shape is contoured for

little hands to hold

• Attached lid stays open when

baby drinks and keeps spout clean

when not in use

• Easy to use / Easy to clean /

Dishwasher safeTarget RSP £4.99

New Training Cups

10 oz/300 ml Hard Spout Insulated Transition Cup, 12m+

• One-piece, soft silicone

valve

• Insulated to keep drinks

fresh and cool

• Durable and lightweight

• Easy to use / Easy to clean

/

Dishwasher safe

Target RSP £5.99

New Training Cups

10 oz/300 ml Spoutless Insulated Transition Cup, 12m+

• Spoutless rim to ease transition

to open cups

• One-piece, soft silicone valve

• Insulated to keep drinks fresh and cool

• Durable and lightweight

• Easy to use / Easy to clean /

Dishwasher safe

Target RSP £5.99

Dr Brown’s Infant Dental Range

Dr. Brown’s Dental Line

• Super-soft and safe for baby’s first teeth

• Flexible body is gentle on sensitive gums

• Comfort grip handle is easy to hold

• Elephant ears stop brush being pushed

too far into mouth

• Elephant ears hygienically prop brush to

prevent surface contact

Dr. Brown’s Infant-to-Toddler

Toothbrush

RSP Target £5.49