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The Lansinoh brand originated circa 40 years ago, in Oregon 1984, by breastfeeding mum, Rasheda Hagen, who struggled with the painful side effects of breastfeeding including bleeding and cracked nipples. She searched for her own effective solution, eventually obtaining wool fat from a hospital pharmacy via her husband who was a practising Dr. She soon discovered the powerful benefits of Lanolin and went on to create HPA Lanolin (now endorsed by the British Allergy Foundation) and has sold over 175 million tubes world-wide.

Over the years, Lansinoh has developed and brought to market a full range of products developed for sustained breastmilk feeding – both at the breast and also through innovative breastmilk feeding equipment. The company has a turnover of some $70mn and operates in 70 countries worldwide. Supply of the entire range is available to retailers through the wholesale distribution channel provided by Baby Brands Direct. Lansinoh is a well-established breastfeeding expert; recommended by mums and healthcare professionals - achieving sales of their nursing pads in excess of 4.4 billion boxes.

The pedigree of products within the brand relate to the follow (data to Aug 2020):
  • HPA Lanolin - up to 95% market share with over 175 million packs sold globally
  • Disposable nursing pads - up to 65% market share with over 5 billion packs sold globally
  • Breastmilk storage bags - up to 70% market share with over 2.5 billion packs sold globally
  • Breast pumps - up to 40% market share with it being the fastest growing brand within the category
Test Your Knowledge
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WIN a Bundle of Lansinoh Birth Prep Products!WIN a Bundle of Lansinoh Birth Prep Products!
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Lansinoh believes when mums choose to breastfeed, they should have the support and encouragement they need to experience all of its benefits, and ensure baby feels the same. They'll always take mothers seriously and their needs personally, creating high-quality products mums want and can trust as they nurture their babies and develop a special bond only formed in motherhood.

'Lansinoh remain committed to the relationship with Baby Brands Direct, who we know champion quality, innovation and good value for money for their customers. We put mums and babies first, and we see this in the commitment Baby Brands Direct show by continuing to support us.' Lottie Haigh, Senior Brand Manager Lansinoh