by Lindsay Paterson
WHAT’S HAPPENING
- Swiss mums have a new labour-saving device to add to their armoury with the advent of Baby Nes — the equivalent of the cult Nespresso coffee machine, but for baby formula (MinuteBuzz.com, 25 May 2011).
- In addition to the specially designed machine, retailing at around
€200 ($287), Nestlé sells capsules containing six varieties of milk for use with the system.
- The capsules offer customised nutrition for every stage of a baby’s development, and the milk is dispensed right into the bottle at the correct temperature for instant consumption.
- The capsules can be ordered online, adding another convenience factor for stressed mums. The cost works out at around €1.60 ($2.30) per bottle.
WHAT THIS MEANS TO BUSINESS
- Adding a cool, quirky exclusivity to the most mundane of tasks – like feeding children milk – takes it out of the ordinary and makes it an event.
- New parents who buy into quality and style for themselves want the same values for their offspring and are prepared to splash out to get it.
- A promise of health, hygiene and all-round well-being for baby is an offer that well-off parents find hard to resist.
RESOURCES
