Munchkin's Flow Nipple Shield+

In March 2025, Munchkin Inc., the most loved baby lifestyle brand in the world, owned by WHY Brands Inc. (“WHY”) unveiled Flow Nipple Shield + (“Flow”), the world's first nipple shield that allows mothers to see their milk flow while nursing, further distinguishing the company as the most loved baby lifestyle brand in the world.

Flow is more than just a product launch - it is one of the first true innovations in decades of an entirely new category. For centuries, moms have breastfed without knowing for sure if their baby is receiving milk, except when pumping. Flow’s design gives nursing moms with visual confirmation of milk flow, eliminating doubt, boosting confidence, extending breastfeeding sessions, and providing insights that have never been available before.

Flow addresses one of the most common concerns among breastfeeding mothers: the perception of insufficient milk supply. Ten years in the making and developed through clinical trials, Flow is the first-ever, patented nipple shield with a built-in milk channel that allows breastfeeding moms to see their baby's nourishment in real time, supporting them in meeting or exceeding their breastfeeding goals.

The product meets the highest standards of maternal and infant safety, crafted from 100% BPA-free food-grade silicone, and is durable enough for up to 200 uses. Recognizing that every mom is unique, Flow is available in 4 sizes, and comes with a specialized cleaning syringe and a compact travel and sterilizing case for moms on the go.

Munchkin held an ongoing U.S. clinical research study of 301 moms across the country, with 92.8% of participating moms having already met or surpassed their breastfeeding goals. Additionally, the majority of Flow users reported increased confidence in their breastfeeding ability.

To enable the Flow Nipple Shield + more widely accessible, Munchkin has committed to donating up to $2 million worth of Flow units to WIC (Special Supplemental Nutrition Program for Women, Infants, and Children) chapters throughout the U.S. this year. WIC, a division of the USDA’s Food & Nutrition Services that provides breastfeeding support, touching more than 43% of U.S. births with its services.