Medela Introduces Category Expansion with New Baby Care Product Line Developed with Experts, called Medela Baby

  • Medela Baby Leverages Company’s Breastfeeding Expertise and Knowledge of Infant Suckling Behavior to Launch New Pacifier Line 
  • Medela Baby launch campaign ‘In love we grow’ emphasizes the precious bond between mother and baby, nurtured and deepened as they grow together
  • New Pacifier Collection Available for Purchase Around the World Through Retailers and E-commerce Beginning January 2021

BAAR, SWITZERLAND – Jan. 2021 – Today Medela, the world’s leading breastfeeding advocate and partner for mother’s milk, announced the launch of Medela Baby, a new baby care category line offering a full range of pacifiers for infants through 36 months. This category expansion combines Medela’s 60 years of expertise on breastfeeding and 30 years of scientific research on the natural suckling behavior of breastfed babies with the decades of experience in silicone manufacturing excellence of Bibi, based in Switzerland and acquired by Medela in 2019.

Following the acquisition of Bibi, Medela infused its years of knowledge on infant suckling behavior with experts in silicone manufacturing to create an exclusive pacifier portfolio designed according to the highest standards in safety and quality, while delivering a soft, lightweight, gentle-on-skin feel. A pacifier, when used responsibly, can be complementary to the infant's well-being.1-2 Developed in cooperation with midwives, dentists, speech therapists, lactation experts, and ergonomist, the Medela Baby portfolio features a collection of newborn to toddler pacifiers in the optimal size, form, weight and characteristics for ideal tongue, lip and jaw movement.3-4 

"Medela has been an advocate for breastfeeding for nearly 60 years, and our new Medela Baby pacifier collection reflects all the insights and research we know about infant suckling behavior,” says Annette Brüls, CEO of Medela worldwide. “We’re thrilled to introduce Medela Baby to the market as a natural extension of our company’s mission and commitment to  support  mothers and babies in a holistic approach.”

The pacifiers feature Medela Baby’s exclusive SensoPearlsTM for a gentle-on-skin feel and enhanced airflow, a symmetrical teat with a thin neck and reduced teat volume for healthy gum and jaw development,3-4 with a light and ergonomic shield to fit the contour of baby’s face.5-6 The Medela Baby Collection includes four styles of pacifiers:

  • Soft Silicone, supports natural suckling with a one-piece super soft, lightweight and flexible design. Inspired by Medela’s Contact Nipple Shield, it is shaped to fit under the nose to not interfere with breathing and smelling the comforting scent of the mother.
  • Newborn, the smallest and lightest design, developed for babies under two months of age, features an extra light and small symmetrical teat to fit smaller babies’ mouth. Made of very soft and flexible silicone, allowing baby to easily squeeze at this early stage of tongue and muscle development. 
  • Original, the perfect everyday pacifier available in 3 sizes (0-6 months, 6-18 months, and 18+ months), and in a variety of designs. A study shows that this pacifier was accepted by 9 out of 10 babies.7
  • Day & Night 24-hour 2-piece set, includes the Original pacifier and a Night pacifier that glows in the dark. The set is offered in 3 sizes:  0-6 months, 6-18 months, and 18+ months.   A study shows that this pacifier was accepted by 9 out of 10 babies.7

Medela Baby pacifiers come with either a protection cap or Steribox for hygienic use and easy transport and storage. The collection is made from food-grade silicone without BPA or BPS, and produced in Switzerland, meeting the highest safety design and quality standards with the added benefit of Medela’s leading research-based commitment to supporting breastfeeding mothers and their babies. 

The Medela Baby brand will be available through retailers and on e-commerce in Switzerland, USA, and Canada beginning in January, followed by select European countries, China and Australia later this year. 

1  Lubbe W, Ham-Baloyi W ten. When is the use of pacifiers justifiable in the baby-friendly hospital initiative context? A clinician's guide. BMC. Pregnancy. Childbirth. 2017; 17(1):130.
2 Rocha CR et al. Pacifier Use and Breastfeeding: A Qualitative Study of Postpartum Mothers. Breastfeed Med. 2020; 15(1):24–28.
3  Furtenbach M, Specht-Moser B, Adamer I. Myofunktionelle Therapie Kompakt I - Prävention: Ein Denk- und Arbeitsbuch. Vienna: Praesens Verlag; 2013. ( vol 2). 235 p.
4  Schmid KM, Kugler R, Nalabothu P, Bosch C, Verna C.  The effect of pacifier sucking on orofacial structures: a systematic literature review. Prog Orthod. 2018; 19(1):8.
5 Stüdeli T. Ergonomic criteria for the design of pacifiers. In: 5th International Conference Ergonomics 2013, Zadar-Croatia.
6 Stüdeli T. Ergonomic recommendations for the design of pacifiers. In: Proceedings of 5th International Conference on Applied Human Factors and Ergonomics AHFE 2014.
7 Stellar Survey conducted for Medela, Jan 2020. 400+ babies, 0-16 months.