Gerber Premium Feeding System
The Gerber Premium Feeding System is a line of products with interchangeable parts that expands moms feedings options as baby grows.
Key Insights:
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• Breastfeeding rates at 78% among moms at birth, were up +8 pts in past 10 years
• Breastfeeding was fastest growing segment, up +12% vs. Baby Care category at +1%
• Enabled Gerber to target mom’s prenatally, introducing them to the Gerber brand prior to traditional baby food or infant cereal
Key Benefits:
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• Dual Massaging Breast Pump designed to simulate baby’s natural nursing
• Easy 4-step assembly with no small parts
• Ergonomically designed handle for comfort
My Role:
Led global cross-functional team of +20 members to develop an innovative Breast Pump and Feeding System including insight generation to define a unique selling proposition, claim development, product positioning, introductory marketing plan and sales support for international retailer sell-in. Also negotiated agreement for technology from 3rd Party supplier.
Results:
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• Delivered $27MM in Annual Dollar Sales
• First launch for $200MM Global Baby Care business
• Breast Pump received Baby Talk Editor’s Choice Award
