For babies, food is never just food. At this age, they don’t separate taste from touch, nutrition from play, or mealtimes from imagination. They experience food in the most wonderfully literal way — as something squishy, yummy, messy, funny and full of feeling.
For parents, though, weaning can feel like a pressured milestone. Are they eating enough? Trying enough? Liking enough?
Created for their ‘Eat Play Love’ campaign, these concepts help weaning become more joyful and intuitive. It celebrates the messy, magical reality of early eating: the squishing, smearing, tasting, grabbing, refusing, retrying and discovering.