EasyTots was founded by Helen Davies, whose mission was to make innovative design feeding solutions to help with mealtimes with functional practical designs at the heart of every product, to encourage independent self-feeding with less mess.

EasyTots’ growing and award-winning range includes the signature EasyMat suction tray range, suction bowls, weaning cutlery and bibs. EasyTots aims to give parents the tools to enable their little ones to enjoy a positive developmental experience throughout their weaning journey.

We caught up with founder and Dragon’s Den winner, Helen Davies, to ask how her products support parents through the weaning stage (and beyond) and the key factors parents should consider when choosing tableware and cutlery for their baby…

What are the most common challenges parents face during the weaning process, and do specialist products, such as yours, address these challenges?

Introducing solid foods to babies can be both exciting but equally daunting for parents and carers. One of the biggest challenges comes with conflicting advice alongside managing the mess that comes with weaning and making sure their little ones are getting the right nutritional start. At Easytots, we have the experience as we’ve been there ourselves, which is why we’ve carefully thought about products to making the weaning journey simpler. For example, we love our hero product – a colourful range of silicone suction plates that stay put on high chairs or tables which saves food from flying through the air! Also our easy-to-hold cutlery helps babies and toddlers learn to self-feed.

When it comes to weaning, what are the key factors parents should consider when choosing tableware and cutlery for their baby?

Introducing solid foods to babies can be both exciting but equally daunting for parents and carers. One of the biggest challenges comes with conflicting advice alongside managing the mess that comes with weaning and making sure their little ones are getting the right nutritional start. At Easytots, we have the experience as we’ve been there ourselves, which is why we’ve carefully thought about products to making the weaning journey simpler. For example, we love our hero product – a colourful range of silicone suction plates that stay put on high chairs or tables which saves food from flying through the air! Also our easy-to-hold cutlery helps babies and toddlers learn to self-feed.

Safety and practicality should be top of the list. Choose utensils that are made from natural materials and are free from nasty chemicals. Consider how easy to clean they are (and are they dishwasher-safe?), are they strong enough to power through the inevitable drops and spills? Look out for features like suction bases and ergonomic designs (especially cutlery) as they can also make dinner time less stressful for the family.

Which materials are recommended for baby tableware and cutlery, and why?

Weaning accessories made from materials like silicone, bamboo, and stainless steel are always popular choices. Silicone is soft and durable, making it gentle on gums and easy to clean being dishwasher safe. Bamboo is also eco-friendly and sustainable choice, while stainless steel offers durability and hygiene.

Based on your expertise, what product features or designs tend to resonate most with parents?

In my experience, parents are drawn to products that offer real solutions to everyday challenges but also that are fun in design. For example plates with divided sections have exploded in popularity in the past 5 years, cutlery with ergonomic, easy-grip handles, and bright, fun designs that capture little ones’ attention tend to be big hits.

Are there any emerging trends or innovations in weaning products that retailers should be aware of?

There is a growing demand for eco-friendly options across the board, which is forcing the industry to look at new materials and minimising chemical use when producing these products. There is however space for more innovative designs to cater to modern parenting lifestyles. Specifically biodegradable materials, reusable pouches for homemade baby food, and feeding accessories with smart technology integration.

In 2020, BBC ‘Dragon’ Sara Davies made you an offer of £80,000 in exchange for 30% equity in your business. How did the investment help EasyTots and is Sara still involved in any way?

Sara Davies’ investment in EasyTots was a game-changer for us. Her support allowed us to expand our product line, reach new customers, and ramp up our marketing efforts. While Sara isn’t involved in the day-to-day operations anymore, her initial investment provided us with the boost we needed to take EasyTots to the next level.

You’ve also won Gold in the 2020 Weaning Week Awards – why are these awards important for small and independent brands, such as yours?

Winning Gold in the Weaning Week Awards was a huge honor for us as a small, independent brand. These awards not only validate the quality and innovation of our products but also help us gain visibility and credibility in the industry. Recognition from respected awards platforms, like Weaning Week, is invaluable for smaller brands like ours, as it helps us stand out in a crowded market and earn the trust of our customers.