We are delighted to share the news that two of MAM’s much-loved soothers have been awarded the prestigous ‘Parent Approved’ Badge by Made of Mums – one of the UK’s largest networks for parents. The network arranged for their Top Testers to try out the Original Night Soother and Air Soother with their under 1 year old babies.

The results showed that 100% of the testers testing the Original Night Soother, and 90% of the testers testing the Air Soother said that they would recommend them to other parents! These high percentages resulted in both soothers being awarded the Made for Mums Parent Approved badge!

The testers loved the glow in the dark button on the Original Night Soother, that makes it easy to locate at night time, and the extra-large air holes in the Air Soother that help to prevent reddening around the mouth. They also liked the handy self-sterilising travel case that the soothers come packaged in.

Here are some of the quotes from the parents that took part:

• “The glow in the dark feature is one of the best inventions ever.”
• “I would definitely recommend. The design makes them much more baby friendly, they are easy for baby to handle and do not cause red marks.”
• “I love the self-sterilising function MAM offers. 3 minutes and clean sterilised dummies which can be kept in the container too is just fantastic!”

MAM’s continued success is no surprise to us at Baby Brands Direct with their soothers now taking the LARGEST brand share by value of the market at 44.2% – a 34% growth on Q1 2021 (GFK data). The growth in sales comes from both online sales and traditional routes to market, with their designs, functionality and quality securing them continued and increasing business. 

MAM’s soothers are not their only category of huge success though, with their MAM Easy Start Anti-Colic Bottles also being awarded the Parent Approved badge earlier this year. The brand’s bottles have also achieved double digit growth and dominate the market via both traditional routes to market and online. It achieved a 13% growth online and 66% in store in Q1 2022 on the same quarter in 2021 (GFK data); now holding the largest share by sales value of 42.2% online and 48.3% in store of the baby bottle market. 

Baby Brands Direct is proud to supply the MAM range of products to its approved retail partners for sale via their physical shops and online stores. We hold goods in stock to enable trade customers to mix and match products with minimal pack sizes requirements. Increased flexibility is supported by trade prices as well as volume and spend discounts, plus loyalty credit. Our free resource centre can also be availed for easier website product uploading.