Coinciding with National Breastfeeding Awareness Month, new U.S. clinical research study shows 87% of moms using Munchkin’s Flow Nipple Shield+ maintained breastfeeding through 12 months, more than doubling national success rates

Munchkin Inc. (“Munchkin”), the most loved baby lifestyle brand in the world, owned by WHY Brands Inc. (“WHY”), today announced in conjunction with National Breastfeeding Awareness Month and World Breastfeeding Week, the completion of new groundbreaking clinical research that supports how Munchkin’s Flow Nipple Shield+ is changing lives, empowering breastfeeding journeys and helping moms achieve their nursing goals with unprecedented success.

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Munchkin announces new groundbreaking research during National Breastfeeding Awareness Month, showing how its Flow Nipple Shield+ is revolutionizing breastfeeding success.

According to Munchkin’s recently completed U.S. clinical research study* of approximately 300 moms, the Flow Nipple Shield+ achieved remarkable results and showcased a paradigm shift in breastfeeding support, including:

• 87% of mothers continued breastfeeding at 12 months – more than double the national U.S. average of 39.5%**
• 98% met or exceeded their breastfeeding goals
• 77% reported increased confidence in their feeding journey after the first month, which is a critical point in time for self-assurance

"Flow Nipple Shield+ represents a significant breakthrough in maternal health technology," says Dr. Mona Amin, Board Certified Pediatrician and International Board-Certified Lactation Consultant. "By removing the guesswork and offering real-time reassurance, it’s a powerful tool to build confidence and strengthen mothers’ trust in their own abilities while delivering measurable impact on breastfeeding success rates. This innovation could help reshape national maternal health outcomes by making a meaningful difference for families wanting to continue their breastfeeding journey."

What sets this innovation apart is its first-to-market visual confirmation technology. Flow Nipple Shield+ features a unique channel that allows parents to actually see milk transfer during feeding – addressing one of the most common anxieties new mothers face. Made with 100% food-grade silicone and packaged in a convenient travel-friendly steam sterilizer case, Flow Nipple Shield+ is designed to support better latch, confirm milk transfer and reduce postpartum stress.

“We know that feeding doesn’t look the same for everyone and that’s okay,” said Kristin Pagano, GM Infant Nutrition at Munchkin and mom of two. “The Flow Nipple Shield+ was created to offer compassionate, judgement-free support for parents navigating the ups and downs of feeding. This month, we’re proud to make it even more accessible because every parent deserves the right to feel confident, capable and supported in how they nourish their baby.”

Beyond individual families, Munchkin is committed to making a broader impact. The company has donated more than $100,000 worth of Flow Nipple Shield+ units to WIC (Special Supplemental Nutrition Program for Women, Infants, and Children) chapters throughout the U.S. this year ensuring that underserved families across the country have access to this game-changing support. WIC is a division of the USDA’s Food & Nutrition Services that provides breastfeeding support, touching more than 43% of births in the U.S. with its services.

The Munchkin Flow Nipple Shield+ Starter Kits (shield, cleaning syringe, and travel case) retails for $39.99 at Munchkin.com, Walmart, Target and Amazon. This August, Munchkin is making it even more accessible by offering a FREE Flow Replacement Kit (brand-new nipple shield and a travel case that doubles as a steam sterilizer) with every Flow Nipple Shield+ purchase.

To learn more about Munchkin and first account testimonials from moms using Flow, please visit munchkin.com, munchkin.com/flow or follow us on Facebook and Instagram.

*Completed clinical trial of approximately 300 U.S. moms, Munchkin Inc. x Emmes, Evaluating the Efficacy and User Satisfaction of Flow, August 2023-July 2025.

**According to data from the Centers for Disease Control and Prevention (CDC), the national U.S. average of mothers continuing to breastfeed at 12 months for infants born in 2021 was 39.5%. Source: HERE.

About Munchkin Inc.

For more than 30 years, Munchkin Inc., the baby lifestyle brand owned by WHY Brands Inc, has produced innovative products and functional gear for children and their caregivers. Munchkin has 350+ patents to date, and more than 250 international product and brand design awards. Munchkin products are sold in more than 50 countries and have received over 1.45 million five-star reviews.

Munchkin has been awarded Great Place to Work for four consecutive years and is recognized as a 2024 Best Places to Work by Built In. Munchkin has been honored on Fast Company's annual "Brands That Matter" list for two consecutive years, including 2024, and ranked number eight on Fortune's list of "Most Innovative Companies" in 2023.

As the only baby brand in the United Nations Global Compact, the company prioritizes corporate social responsibility with commitments to environmental protection and animal welfare, which are highlighted in its annual Sustainability Report. Learn more at www.WHYBrands.com and www.Munchkin.com.

About WHY Brands Inc.

WHY is a portfolio of brands that invent, develop, and design creative products across an array of categories. With every new idea and undertaking, we ask and end with WHY. That spirit of inquiry drives our commitment to innovation, highlighted by 350+ patents to date. We believe great ideas and next-generation design can be lifechanging. WHY's portfolio includes baby lifestyle brand Munchkin and Curio Home Goods. Learn more at www.WHYBrands.com.

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