Lansinoh: New Products and Exclusive Interview with Debbie Turner

We have just launched some amazing new Lansinoh lines, available to buy wholesale! The new range includes the Lansinoh Lanolin Minis 3 pack, which are perfect for mums on the go as they can easily slot them into their changing bags or handbags for much needed relief when out and about. The Lansinoh Starter Set is also a new addition and is perfect for new parents, with two bottles and a teat included to make feeding easier. 

To celebrate the launch of these new items, we spoke with Debbie Turner, National Account Manager at Lansinoh to find out more about the brand and their products! 


Can you tell us a little bit about the history of the brand?

Lansinoh Laboratories was founded in 1984 by a breastfeeding mother of two, Resheda Hagen.

Resheda’s goal was to offer breastfeeding women a safe and effective alternative to the highly cosmetic products that were available for nipple soreness – one of the major reasons for failing to establish a successful breastfeeding relationship.

Over the past 35 years, we have become a global leader in breastfeeding with world class research and development, serving mothers in more than 90 countries around the world.


Lansinoh has been a popular brand for over 35 years. What do you feel is the key to the brand’s success?

As a company, we pride ourselves on really getting to know mums and the challenges they can come up against during their breastfeeding journey. This feeds into everything we do and enables us to develop products that support them in breastfeeding for as long as they want to, which is our ultimate goal.

After developing breastfeeding products for 35 years, we’re now at a lovely stage where there’s a second generation of mums coming through and using Lansinoh products, and their mums had similar positive experiences when they were breastfeeding their babies. Our core products have stood the test of time – especially our well-known HPA Lanolin Nipple Cream. However, we’re always looking for other ways we can offer even more support to new mums. Truly understanding mums’ journeys and challenges and incorporating their feedback as we innovate and create new products has played a large factor in Lansinoh’s continued success.


What makes Lansinoh unique from similar brands?

Having brand familiarity that stretches across generations makes Lansinoh particularly unique in the market for breastfeeding products. Having a mum as a founder, maintaining close relationships with mothers has always remained incredibly important to us as an organisation. Beyond the products, we’re proud to offer women access to many different resources. Mums can join our popular Happy Tummy Club where they can receive advice tailored to each stage of their pregnancy and baby’s development, access to giveaways, exclusive discounts and more. We also maintain a regular presence on social media to continue those all-important conversations with mums all over the world.


Do you know how many awards Lansinoh has won globally? Which award is the most recent?

We’re proud to have won many awards over the years. We’re delighted to say we recently picked up 3 awards at the Mother & Baby Awards 2021.

This included:

  • Best New Mum/Maternity Skincare Product – GOLD – HPA Lanolin Nipple Cream (won for 3rd year running)
  • Best Pregnancy/Maternity Product – BRONZE – HPA Lanolin Nipple Cream
  • Best Product for Breastfeeding – BRONZE – Breastmilk Storage Bags


What do you feel are the essential Lansinoh products for retailers to stock? What are your hero products?

We feel it is essential that retailers of Mother and Baby products stock a good range of breastfeeding products so that mums can shop for all their needs confidently with their trusted local retailer. Our hero product, award-winning HPA Lanolin Nipple Cream is trusted by mums and recommended by midwives. As a loyal and trusted brand, mums can then choose from our extended range of products from our care, store, pump and feed range to include our bestselling breast pads, milk storage bags and breast pumps.


Tell us about the inspiration behind your new line of products?

Our consumer base love our HPA Lanolin Nipple Cream and we have introduced a 3x 7ml size variant to make the product more accessible for on-the-go mums. This enables mum to keep some by her bed, in her changing bag, and one for home. We also understand that modern mums like to use natural products so we have launched our Organic Nipple Balm to help mum prepare for breastfeeding. We’re delighted to say we have more organic products due to launch this year. Due to the success of our Washable Nursing Pads, we will be launching an 8-pack black and pink option in June 2021.


Your new HPA Lanolin Minis are perfect add-on items – how important do you feel it is for retailers to stock small items such as this?

Our HPA Lanolin Minis are packaged in a carton with a hang tab, so retailers with less space can merchandise these on a clip strip close to the till to encourage impulse purchase and increase basket spend. If you are a retailer that sells nursing bras, then our washable nursing pads are also a great add-on purchase.


Do you have any further advice for retailers?

Retail is changing. Whether you retail from a brick-and-mortar store, online or both, carrying an extended range of products to support a mother’s breastfeeding journey will encourage your consumer to one stop shop. If they have come to you as their retailer of choice, you have a fantastic opportunity to drive add-on sales and provide your consumer with an all-inclusive service.

Head over to the Lansinoh brand page to view the full range, available to buy wholesale through Baby Brands Direct – a leading UK wholesaler of baby and nursery products.