NUK’s First Choice+ range was launched in 2011, designed with contributions from leading medical professionals, midwives and Mothers, to achieve a relaxed feed closely imitating natural breastfeeding. This has been achieved via an orthodontic, asymmetrical shape teat, with extra wide lip support and anti-colic air system. It has also been designed to take on different shapes, promoting oral development and the only brand to be approved by the British Dental Health Foundation. The product range includes a variety of sized bottles, a selection with built in temperature indicators, and as the brand also holds the Disney licence, its functional bottles are also available with well-known cute characters that further enhances sell through for retailers. For transition to independent drinking, the learner bottles with ergonomic handles are a must offering. Also available is a range of accessories including bottles brushes to milk powder dispensers.