Food Prep & Weaning
  • About
  • More Info
  • Awards
  • Resources

Over the last 35 years, the Tollman family has been innovating and developing ideas and products for the baby product industry ranging from leading mail order catalogues in the 80’s through to launching the worlds' first co-moulded baby feeding products in the 90’s. In late 2003, Steve (Vital Baby’s® founder and CEO) and Dean (Steve’s son and Product Development and Marketing Director) decided to take the bull by the horns and develop a full range of baby feeding accessories which would be sold under the Vital Baby® brand. In early 2005 the Vital Baby® range of infant feeding products was born!

Retailers can now stock the multi award winning Vital Baby range from exclusive U.K. wholesaler, Baby Brands Direct and benefit from the wide range of modern and innovative baby and toddler products available.

Baby Brands Direct’s range of weaning products has everything a consumer could be looking for to aid that transition from breast milk to adult food. Retailers can obtain supply of baby products including baby food feeders, food storage pots, weaning utensils, weaning and feeding cutlery, snack pots, baby bibs, weaning bowls, plates, cups and sets as well as food processors. As an award winning wholesaler, our inventory consists of leading and trustworthy brands like Munchkin, Annabel Karmel, Nuby, Tommee Tippee and Philips Avent and many other experts in the industry.

These brands invest heavily in research and innovation, creating products that are design to fit perfectly in those little hands and help them with their movement and successful transition to self feeding.

Food Prep & Weaning

Praised by parents for its colourful, vibrant and practical assortment of products, the Vital Baby 8-piece Weaning Starter Kit scooped Gold for Best Feeding Product for Weaning. Launched mid 2016 the award marked an incredible achievement for Vital Baby, reinforcing the brand as leaders in the weaning market. The excitement didn’t stop there with Vital Baby’s Aquaint Sanitising Water also collecting Bronze for Best Travel Product under £25.

Marking yet another triumph for the growing nursery brand, Vital Baby’s range of unique, practical and colourful product lines are now available at Baby Brands Direct. Stocking almost 50 Vital Baby products, the wholesaler now distributes some of the brand’s most popular products across weaning, bathtime and healthcare. Benefiting both retailers and consumers alike, it will be easier than ever before to shop for Vital Baby’s bestsellers including the Unbelievabowl, a super suction weaning bowl which sticks to highchairs and table tops, the Nurture Health and Safety Kit, a must-have this winter and the educational, and playful bathtime Swim Rings.

Dean Tollman, Director of Vital Innovations, commented: “The Mother and Baby awards are undoubtedly the most highly anticipated and competitive awards in the industry, to have won both a Gold and a Bronze is fantastic. We always design products with parents in mind and to know we officially have their stamp of approval is extremely rewarding. It’s amazing to see Vital Baby grow and grow and our recent placement in Baby Brands Direct is another brilliant achievement, making the range more readily available to both retailers and consumers. What an amazing way to end 2016!”


One of the prime reasons for the sector’s progress is the fact that nowadays moms are 50 times busier and do not have the cooking skills that women did when baby food was introduced 80 years ago. Another major factor is the baby healthy eating trend that has been quickly developing throughout 2015. Parents and especially moms prefer home-made and healthy food choices for their babies. Therefore, they buy functional devices that can fit their lifestyles and needs.

Baby Brands Direct gives you the opportunity to capitalise on this trend via offering you a portfolio of products which fulfil the whole feeding routine. Discover the bestselling items in a wide range of designs, colours and shapes.