Philips 2013 Annual Report Download - page 36
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36 Annual Report 2013
Almost 25% of mothers stop breastfeeding within the first three months
because it becomes too painful. A further 40% stop because of a
decreased milk supply. Discover how the Philips AVENT Natural range
addresses these problems.
Using a breast pump to express milk can make it easier
for mothers to continue breastfeeding. People
researchers at Philips discovered that moms thought
pumps were too cold and mechanical, and forced them
to lean forward to make sure the milk flows down into
the bottle.
Around the same time, a clinical study by Philips
confirmed that comfort is physiologically essential to
helping mothers produce lots of milk. Pain, stress or
discomfort hampers the release of oxytocin, the
hormone responsible for triggering milk production.
Philips AVENT Comfort breast pump
Therefore we took comfort as the starting point of the
design and reshaped the pump to make it possible for
moms to sit back in a more relaxing position to express
milk. Using ultrasound and MRI scanners, we studied
how babies actually suckle. To mimic that, we added
five oval petals that gently massage the areas around
the nipple to stimulate more milk. We changed the
texture of the cushioned silicone funnel that cups the
breast, giving it a silky feel that is warm and gentle
against the skin.
Philips AVENT Natural bottle
We used the same insights to create a new baby bottle,
designed to tackle two things: teat acceptance (also
known as ‘latch on’) and colic. When babies suckle at
the breast, they cause the nipple to elongate in a
rhythmic way, so we created a teat to stretch in the
same way. To create a more natural breast-like shape,
the designers made the teat much wider at the base.
And to prevent babies swallowing too much air when
they are feeding, we added an ‘anti-colic’ twin-valve
system that allows air to vent into the bottle rather than
the baby’s stomach.
Both the bottle and the breast pump have received
several awards for outstanding design.
Inside innovation