3. The responsibility of brands in baby category Communicate with a genuine understanding of customers needs. Inform and be impartial, therefore win hearts and minds. Parents are overwhelmed with conflicting information. Brands should highlight expert opinions (i.e. HCP and WHO).

4. Guidelines Traffic lighting, five a day, iron levels etc!! So many guidelines, but what really matters to parents. Specific, age relevant guidelines. Additives are banned from foods for babies under 3, what about beyond that?..

5. Influencing the Retailers.. Small brands like Plum Baby carry more weight, because we are what the customers want. Trends for innovation creates impact with retailers. Attitudes and behaviours changing in line with customers needs.