Nursery Today magazine

Mumpreneurs’ Fight Tooth and Nail to get Dragon Funding

Cheeky Chompers, makers of the world’s first chewy dribble bib will appear on BBC Two’s Dragon’s Den on Sunday 2 March 2014 – rounding off a fantastic first year of trading 

Edinburgh-based Directors Julie Wilson and Amy Livingstone hope to bite off a chunk of investment available through the programme, in which the pair had three minutes to pitch their business idea to five fiery multi-millionaires including Duncan Bannatyne and Peter Jones only a few months after the company launched in February 2013. The tenacious duo faced tough questioning from the panel, but stood their ground to demonstrate how their unique product has aided thousands of parents and children through the difficult teething phase.

Julie and Amy created the concept of the Neckerchew whilst on maternity leave with their first children. They spotted a gap in the market for an attached teething product after they found themselves constantly picking up and re-sanitising their children’s dropped teethers.

The Necherchew is a super absorbent bandana-style dribble bib with an attached triangular teether at the base which has an innovative, dimpled design to massage and sooth tender gums and encourage new teeth to break through.  

Since launching, Cheeky Chompers have sold over 27,000 Neckerchews, are now stocked in a range of prestigious retailers including John Lewis, Jojo Maman Bebe, Waitrose, Bentalls, Mothercare and Kiddicare, and have eight international distributors. The company aimed to sell 10,000 Neckerchews in the first year, which was then revised to 23,000 as the original target was smashed within the first eight months of trading. The duo have also been nominated for a range of prestigious nursery trade awards and secured a Highly Commended BANTA award.

Investment from the Dragons would be used to develop Cheeky Chompers product range and to help the business expand into international markets, especially the US.

Julie Wilson said: “We were over the moon to have the opportunity to pitch our business idea on Dragon’s Den. Although we can’t reveal if we received any investment yet, I guarantee that our battle with the Dragons will provide nail-biting viewing!”

The full range of Neckerchew designs is available to purchase from leading retailers or direct from the website  from £9.99.

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