Second Nature :: In the Press

Kid's Today - September 2006
"Special Report" (p. 16)

Feeding Products mix of functional, fun
By Tanya K. Merritte

[excerpt]

The latest nursing products are designed to help working mothers and others continue breastfeeding and include advanced pumps and bottles with more natural-shaped nipples. Jeff Durkee, director of sales at juvenile products distributor Regal Lager, has worked in sales in the nursing products field for twelve years, includeing a stint at Avent America. He has noticed a change in infant feeding during the past few years. "There is more of a swing back to breastfeeding," he said, noting that the more "militant" style of some breastfeeding advocates has been replaced with tamer encouragement.

"Women are told to 'do it [breastfeed] as long as you can,'" Durkee said.

Regal Lager is the distributor of Second Nature, an infant feeding system that's been on the market for two years. Second Nature has updated its system with a new-look nipple designed to mimic breastfeeding for women who wish to supplement with a bottle. Durkee said the system also was popular with moms who had chosen not to breastfeed but wanted their children to experience the sensation of breastfeeding.

"It was very much in response to consumer feedback, " Durkee said of the changes. "The medical community loves the concept."

The company also is launching a Preemie nipple, which helps babies who might not be strong enough to suckle but will eventually breastfeed, and a breast pump adapter that works with other brands. A Second Nature breast pump is also on the horizon.

Second Nature has revamped its bottle feeding system in response to customer feedback.