Muu, a new breast pump designed to meet the needs of active parents, was launched last week. The product was conceived by mother and former Hollywood PR executive Janice Gott and aimed to make the breastfeeding experience more manageable for busy parents. Muu is a single-component passive pump designed to be discreet under clothing, facilitating a hands-free and cordless experience. This design addresses concerns common with traditional breast pumps, such as complexity and inconvenience. Affordable at less than $50, Muu simplifies the pumping process, requires only one component to clean, and operates without the need for batteries, making it budget-friendly and easy to use. We aim to stand out.
Janice Gott's journey from a career in PR to developing a breast pump is rooted in her personal experiences and challenges with breastfeeding. Her insight as a parent greatly influenced Muu's design and functionality. In our interview, Gott details her transition into product development, the specific challenges she aimed to address with Muu, and her vision for Muu's role in the market.
Janice, you transitioned from a high-profile career in Hollywood PR to launching the Muu brand. What inspired you to jump into the femtech industry and how has your background influenced Muu’s branding and marketing strategy?
Muu was born out of my personal desire for a pump that better fit my lifestyle. Pumping is a very personal experience, so I needed something easy and wearable that would work for my body. I didn't have to wash multiple parts or fuss with batteries and charging every time I used it. And when we actually started auditing this space, we found that we could do it in a way that would bring a more affordable and inclusive product to market for 99% of people.
I had a previous career in PR, working close to branding and marketing to say the least, so I knew what resonated with me as a consumer. We knew we needed to be different, not just for marketing, but in our ethos. The fact that such an affordable and versatile all-in-one option didn't already exist on the market felt controversial in itself. So we decided it was okay to be a little louder and a little braver about how we expressed ourselves in this category, and we doubled down on our POV.
Can you tell us a little about the personal challenges you faced with existing breast pumps and how these experiences drove the innovation behind Muu?
When I was preparing to go back to work after giving birth to my son, I was very worried that I was producing so much milk that I would have to express it every few hours or it would be very painful. As an executive at the time, I knew I couldn't continue to carry around a tried-and-true hospital pump. And the secondary options were either unwearable, required too many parts, or not compatible with my body.
The design of the Muu pump emphasizes wearability and discretion. What are the key factors you considered during the design process to meet the needs of today's active parents?
While the Muu pump comprehensively addresses the key pain points of breast pumping, including time, ease of use, cost, function, feel, and aesthetics, we believe it is important to emphasize the affordability factor. think. Although I was acutely aware that approximately four months of paid maternity leave was not the norm in America, I returned to work with great anxiety. The reality is that one in four mothers returns to work in just two weeks after giving birth, and the majority of mothers in the United States make less than $42,000 per year.Work requires mobile options and A house that doesn't feel like a car payment.
The launch of Muu is an important milestone. What are your aspirations for the brand and how do you imagine Muu shaping the landscape of breastfeeding solutions in the market?
We hope this will expand access to mobile pumps in general and encourage further innovation in this category. This is a very personal experience, so what works for you may not work for me, and vice versa. I truly believe there is room for more.
Finally, as a family-owned brand with a clear mission, what message would you like to send to parents considering Muu pumps? And what makes Muu stand out in the competitive world of breast pumps? Please let me know if there are any.
Raising children is difficult as it is. I wanted an easy wearable pump that worked for me without the 99% cost barrier. So we went and built it.
