Helping an innovative UK start-up bring its award winning baby bottle concept to market

Farah and Jim Shaikh founded FeedMe after their own experience with heating up baby bottle feeds. They approached IDEO London to help design a series of bottle and branding typologies, which subsequently resulted in the Yoomi feeding bottle range, working on a similar principle to hand-warming gel packs. Its rechargeable warmer heats milk to 32-34 degrees Celsius in 60 seconds—and makes it easy to combine breast and formula feeding.

The button activates the process that turns the non-toxic solution from liquid to solid, during which it gives off heat. It can be recharged after use by immersion in boiling water or a steam sterilizer. The bottle features a naturally shaped teat, an ergonomic design, and materials that are 100% safe and BPA-free. Available at John Lewis, Mothercare and Boots.


Winner 2008 Design and Engineering award, London Technology Fund
Winner 2007 Department of Trade and Industry Research Award