For parents who already write honestly about feeding their children.
A small, deliberate program for creators who would talk about us anyway. No quotas, no scripts, no requirement to pretend.
Most creator programs are built to manufacture coverage. Ours is built to recognise the coverage that already exists.
The most valuable mentions of our brand happen when nobody is paying for them. A parent on Instagram explaining why she switched to a European brand. A pediatric nurse on TikTok walking through ingredient lists. A blog post from a mother who has tried six formulas before finding one that worked. We started this program because that kind of voice is the only kind that earns trust in our category, and we wanted to support it without changing it. The sections below explain who fits, what we offer, and the lines we hold. If the rest of this page sounds like a relationship you would want, write to us.
Honest about fit, not flattery.
Parents and professionals who cover infant feeding seriously
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You write, post, or speak about feeding decisions as a real part of your platform
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You have an audience of parents who trust you, regardless of size
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You hold editorial standards your followers can name
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You have used our products or are willing to before covering them
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You disclose partnerships clearly without being asked
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You are comfortable saying when something does not work
Programs we have learned do not work for either side
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Generic lifestyle accounts adding feeding content for a campaign
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Creators looking for a one off paid post or unboxing
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Anyone expecting scripted talking points or copy approval rights
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Audiences without a meaningful overlap with parents of infants
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Coverage tied to discount code performance rather than honest reach
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Anyone who would rather not disclose the partnership openly
Five things we provide, none of them scripts.
Product, on us, regularly
A standing supply of the formulas your child is actually using, shipped on the same schedule as your normal ordering. The product comes from the same warehouse, with the same six month freshness window, as every other order we ship.
Direct line to our team
A single point of contact at our company, not a forwarding inbox. Questions about ingredients, sourcing, recalls, or anything else your audience asks you can be answered the same day, by name, in writing.
Discount code for your audience
A unique code that gives your followers a meaningful discount on their first order. We track the usage privately so we know which creators reach which families, and we share that data back with you twice a year.
Affiliate compensation
A fair commission on every order placed through your code, paid monthly without negotiation. The rate is published, identical for every creator in the program, and applies to every customer your code reaches for the first twelve months of their relationship with us.
Editorial support
Access to our supply chain documentation, lab data when available, founder interviews on request, and any other resource that helps you cover us accurately. We do not write your content. We make sure the content you choose to write has nothing missing from it.
Four steps, one honest conversation.
You write to us
A short message through our contact page with your platform, your audience, and a few examples of work you are proud of. No formal application form to fill in.
We read carefully
A member of our team reviews your work personally, looks at the audience overlap, and considers whether the program would actually serve both sides. We respond within one week, accept or decline.
A real conversation
A short call or written exchange with the founder or a senior team member. We answer your questions about us. You answer ours about how you work. No legal hurdles before this happens.
We begin
A simple agreement, your code goes live, your first product ships, and the relationship begins. No campaign brief, no first post deadline, no obligation to mention us before you would have anyway.
A few things we will never ask of you.
- We will never ask you to read a script or hit specific talking points.
- We will never ask for copy approval rights on your posts.
- We will never ask you to hide that the partnership exists.
- We will never set posting quotas or campaign deadlines you did not agree to.
- We will never penalise you for honest criticism, including criticism of our products.
- We will never compete with another brand by asking you to drop them.
A creator program lives or dies on the lines you refuse to cross. These are ours, in writing.
"Write to us through the contact page. Mention the creator program in your subject line and your message moves to the top of the queue."
Tell us a little about yourself, your platform, and the kind of work you have done so far. Send a few links you are proud of. The conversation goes from there. We respond personally to every applicant, including the ones we cannot accept, with a real reason rather than a template.
If you are already a customer and have been writing about us without a partnership in place, the same applies. Reach out, and your existing coverage counts. Loyalty earned should not be lost to a missing form.