Nursery Today magazine

Cheeky Chompers chewy products hit the USA

Entrepreneurs Amy Livingstone and Julie Wilson, the founders of Cheeky Chompers and inventors of the award-winning Neckerchew, are celebrating two years of trading.

The Edinburgh-based pair caught the attention of the Dragons during an appearance on BBC2’s Dragon’s Den in March 2014, which saw each of the millionaires admit that they loved the product but didn’t believe the business projections. A year on, the pair has proved them wrong, exceeding first year targets by 17 per cent, and delivering three times the turnover they presented on the show.

Amy and Julie invented the innovative Neckerchew, a unique combination of a dribble bib and chewy teether, after meeting at an antenatal class and identifying a gap in the market for an attached teething product from their own experiences either losing or having to pick up and re-sanitising teethers for their own children. Amy and Julie took the business to the next level with the launch of another innovative new product – the Comfortchew, an attachable teething comforter with textures and patterns to stimulate babies and soothe tender gums. The Comfortchew combines four baby essentials in one: a teether, comforter, tags and the feel of baby’s favorite teddy. Offering the innovation, quality, practicality and safety that parents have come to know and love from the Neckerchew, the Comfortchew is soft and attachable to baby, cot, car seat, buggy or dummy, so no more unhygienic dropped teethers or lost comfort blankets.

This simple idea, beautifully executed, has impressed parents and retailers alike – the Neckerchew is now distributed in 29 countries worldwide, and is due to hit the 200,000 product sales thanks to listings in moiré than 150 retailers across the UK and Ireland including John Lewis, Mothercare and Jojo Maman Bébé all successfully retailing both of their products.

The new Joules collaboration with matching Neckerchews and Comfortchews in fun farmyard and floral prints has been a great success being the best-selling baby products in Joules 89 stores and fantastic sell through in John Lewis, Mothercare and many Independent stores. More fashionable designs are in the pipeline for autumn 2015.

Cheeky Chompers have had a great start to 2015 with new listings in Boots Online, Mothercare Ireland and more than 30 new independent stores, in addition to new distributors in France, Norway, Denmark, Sweden Singapore, Malaysia and the USA. The Cheeky Chompers Chewy products are now selling in more than 150 stores across the USA including Buy Buy Baby, Babies R Us and Hallmark.

Julie said: “The past two years have been an incredible journey for us and it’s so exciting to see business growing across the world. We have been delighted with the response to the Comfortchew – the feedback has been fantastic and orders are flying in through our retailers both here and overseas. We are working on some exciting new designs and new products to be launched this year in keeping with our ‘Great stuff that works’ and as with the Neckerchew and the Comfortchew we will put our heart and soul into the development so that fellow parents love them as much as we do.”


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