140 million babies are born in our world every year and 90% of mamas, while pregnant, PLAN to breastfeed. 🤱🏻🤱🤱🏿🤱🏼🤱🏾

That's because breastfeeding is the most planet-friendly, natural and healthy way to feed a newborn bub. AND, there's WAY MORE of the good stuff in breastmilk. 

So why do so many mamas stop breastfeeding earlier than the World Health Organisation recommends?

There are a lot of reasons. But a significant one is pain. OUCH!! 😫

Many nipple shields have been developed over the years to help solve this problem. But these nipple shields are fairly rigid. Can you imagine a surgeon operating using rigid gloves? We knew there must be something BETTER. 💡

So we went back to the mum-tech drawing board to think about a complete redesign of what a nipple shield CAN be and ... we developed a totally NEW (patent pending) nipple shield that is a LOT BETTER (well, we think it is).

✅ SOLUTION. We love that word.

The ecobub™ nipple shield is super soft and flexy so when bub feeds, it can adapt to the changing physiology during a breastfeed!!! WOW, I hear you say. That is TOTALLY DIFFERENT to the large, fairly rigid nipple shields on the market today. YES IT IS. PLUS, it has some tiny holes around the nipple to optimise FLEX. And, YES, it has an extra wide safety brim. That means it is less likely to pop off your breast while breastfeeding. 

HURRY UP, get me one of these, we hear so many new mamas say. 

Lucky we've been working on this solution for years and that means we are now nearly ready for production. And we're pretty excited about that. 😀 ⭐️ 💃🏽

We will have our first product, (our small to medium size nipple shield), ready to send to you by May 2025, and we are working on a larger size, to release later in the year.

P.S. We’re guessing you want to know a bit about us? 

ecobub™ is a collab of nurses, midwives, psychologists, doctors, mamas, scientists, engineers, lawyers and design professionals. That’s what it’s taken to unify skills and come up with a real and innovative solution to a pretty extensive problem. But it’s not just today’s collaboration that has evolved this product.

It really started a long time ago with a lactation consultant, breastfeeding guru and grandmother to some of the team, Dr Elsie Mobbs RN, RM, BScDipEd, MPsycholStud, MA, IBCLC, PhD(Syd) pictured here among nature in the Australian bush. 

She is no longer with us but her legacy lives on. Elsie, from Adelaide, South Australia,  spent many years asking why so many women stopped breastfeeding after just a few weeks. By 1970 in the USA, only 20% of women breastfed!!! Everyone else formula fed ... which is pretty shocking given all babies were exclusively breastfed for the first 250,000 YEARS of human existence. 🦍 ⏰

Scientific research proves breastfeeding is healthier for both babies AND mothers. Babies who are breastfed have fewer infections and hospitalisations than formula-fed bubs who are at higher risk of long term health issues. And mothers who exclusively breastfeed are less likely to develop breast and ovarian cancers, and other nasty diseases. 

Elsie's research showed the importance of shape in the baby's mouth and how a baby ‘imprints’. She wrote that “imprinting and subsequent latchment is a primary stage of emotional and neurobehavioural development in which the infant recognises its mother through oral tactile memory for continuing evolutionary survival”. 

So - babies remember shapes, but when they are still just little newborns, they get pretty confused when there are lots of different shapes to remember (bottle, breast, nipple shields, pacifier etc). 

The fabulous breastfeeding gurus on the Badass Breastfeeding Podcast ⬇️ ⬇️ did an entire episode on Elsie and we have added it to our instagram feed (please follow) @ecobub_breastfeeding.  

So this is why WE HAVE DEVELOPED the world’s very first (international patent pending) nipple shield that morphs around the mother's changing shape during breastfeeding. Exciting huh? So, please ... follow/share our insta so we can get our products to as many new mamas as possible. 🤱🏻🤱🤱🏿🤱🏼🤱🏾