BabyUp® now available on Bloom Connect

The Product Your Customers Are Already Asking For

Why BabyUp® belongs on your shelf 
Walk into any parent group, in-store, online, or at a mothers' group in Auckland or Melbourne, and you'll hear the same words within minutes: reflux, colic, sleep deprivation. These aren't passing concerns. They are the defining anxiety of the newborn stage, affecting up to half of all babies in the first months of life.
For retailers, this represents both a responsibility and a real commercial opportunity. The question is: are you stocking the product that addresses it?

What parents are really dealing with
Infant reflux occurs when the valve between the oesophagus and stomach hasn't fully matured, allowing stomach acid and milk to flow back upward. In adults, we call this heartburn. In babies, it presents as frequent regurgitation, painful feeding, persistent hiccupping, back-arching, and disturbed sleep for months at a time.
It also commonly masquerades as colic. Research by Dr. Roberto Albani; a paediatrician and gastroenterologist with over 40 years of clinical experience shows that the painful cramping episodes parents describe as colic are, in most cases, a mechanical consequence of reflux: swallowed air accumulating in the gut. Treat the reflux, and you treat the colic.
The human cost is significant. In a study of over 100 of Dr. Albani's patients, 65% of parents said they did not want more children after having a reflux baby not because they didn't love their child, but because they felt unsupported, unheard, and unsure what to do.
These are your customers. And they are actively searching for solutions.

The clinical case for upright positioning
The most widely recommended, non-pharmacological intervention for infant reflux is upright positioning after feeding, ideally for 20 to 60 minutes per feed. When a baby is held vertically, gravity prevents acid from travelling upward. Less reflux means less oesophageal inflammation, less crying, and less medication.
Parents discover this instinctively. The baby placed against a parent's shoulder almost always settles. But holding a baby upright after every feed, for months, is physically exhausting. It means cold meals, no hands, broken sleep, and near-total loss of daily function.
BabyUp® was designed to solve exactly this problem.

Introducing BabyUp®, designed by a doctor, for real families
BabyUp® is a clinically informed infant positioning device developed by Dr. Roberto Albani after decades of watching exhausted parents hold their babies upright day and night. It is built around the proprietary SRA™ system (the Shoulder Replicated Angle) which replicates the precise 70-degree angle of a baby resting against a parent's shoulder.

Key product features:
•    Proprietary SRA™ (Shoulder Replicated Angle) design clinically positioned at 70 degrees, replicating the parent's shoulder
•    Gentle rocking motion to help babies settle and stay calm
•    Integrated lullaby and voice function; parents can record their own voice to soothe their baby
•    Safe, certified design; no wedges, no inclines; fully upright positioning as recommended by paediatricians
•    Designed to give parents their hands and some rest time back

Importantly, BabyUp® does not use wedges or inclined sleepers; devices that are widely considered unsafe and are not recommended by paediatric bodies. This is a meaningful differentiator for health-conscious retailers and parents.

The retail opportunity in Australasia
The baby products market in Australia and New Zealand is driven by parents who research extensively, trust expert-backed products, and look to specialist retailers for guidance. Reflux and colic are among the most searched parenting topics online and the current shelf offer in this category is thin.
BabyUp® addresses an unmet need with genuine clinical credibility:
•    Developed by a paediatrician with 40+ years of clinical experience
•    BSI certified and internationally compliant
•    A product that solves an active, daily problem - not a 'nice to have'
•    High emotional resonance: parents who used it in trials did not want to give it back
•    Strong storytelling potential for in-store, social, and content marketing

The brand also carries a compelling founder narrative. CEO Odetta Albani's own children had reflux. She watched them suffer and felt powerless despite clinical knowledge in the family. BabyUp® was born from that experience, a detail that resonates deeply with the parents who need it most.

What your customers will tell their friends
Baby products that genuinely solve problems travel fast. A parent who finds relief from months of reflux-related exhaustion doesn't keep it quiet, they tell every parent they know. BabyUp® is the kind of product that earns that word-of-mouth, because it works at the level of daily family life, not just in theory.

For retailers, stocking BabyUp® is a signal: that you understand what families are actually going through, and that you curate with purpose, not just volume.