The Small Tool That's Changing How Mums Breastfeed

Breastfeeding is one of the most natural things in the world, and one of the most challenging. For many mums, the early weeks especially can feel like a constant juggle of positioning, latch, posture and simply trying to find a free hand to take a sip of water. If that sounds familiar, you are not alone.

World Breastfeeding Week is a timely reminder that every breastfeeding journey looks different, and that having the right support - whether that's from a midwife, a lactation consultant, or a practical little product, can make all the difference.

The Idea That Started with a Face Washer

Claire Hains, the founder of Breastfeeding Buddy, knows this firsthand. Like so many mums, Claire struggled with the physical demands of breastfeeding, specifically the constant need to hold her breast with one hand while cradling her baby with the other, leaving her with no hands free and feeding sessions feeling, in her words, like "a balancing act."

On the advice of health professionals, she tried the commonly recommended rolled-up face washer to help support her breast during feeds. It worked, but it was far from practical, particularly out of the house. So Claire did what problem-solvers do: she made something better.

After four years of development, that early prototype became the Breastfeeding Buddy, the world's first and original silicone under-breast positioning aid, now used and recommended by mums, midwives, lactation consultants and physiotherapists around the world.

How It Works

The Breastfeeding Buddy is a soft, skin-friendly silicone support aid that sits gently beneath the breast during feeding. By helping to lift and elevate breast tissue, it positions the nipple into a more accessible place for baby - making latch easier and more comfortable for both of you.

The benefits go beyond just positioning. Users report improved posture, reduced back soreness, better milk flow, and crucially, a free hand. Whether that's to hold your phone, drink your tea while it's still hot, or simply feel a little less like a human feeding station, it matters.

Practical, Reusable and Designed for Real Life

The Buddy is made from 100% silicone, easy to clean between feeds, and can be warmed or cooled for added comfort. It comes in three sizes to suit different breast shapes and cup sizes, and its discreet, portable design means it works just as well out and about as it does at home.

With over 98% of customers rating it five stars, it's the kind of product that mums wish they'd found sooner, and one that health practitioners are increasingly adding to their toolkit.

This World Breastfeeding Week

Whether you're a few days into your feeding journey or a few months in, know that seeking support and trying new tools is not a sign of struggle, it's a sign of care, for both you and your baby.

We're proud to be stocking the Breastfeeding Buddy and supporting products that make a real, practical difference to mums every day.

Shop the Breastfeeding Buddy