BabyNes is a beverage machine by Nestlé that makes infant formula from single-use capsules, similar to Nestlé's Nespresso. The product was designed to recreate Nespresso's success with coffee in the baby formula industry.[1][2] It was first introduced in Switzerland on May 25, 2011.[3]The Wall Street Journal referred to Nespresso as Nestlé's fastest growing brand in 2011 after its sales rose by 20% in 2010 and it brought a number of legal actions against competitors.[1] Nestlé reported strong sales for the product in late 2011.
Product
BabyNes uses a proprietary single-use capsule of milk powder with water to create a single serving of infant formula. Nestlé has called the technology "state-of-the-art" and emphasized its hygiene, speed, and ease.[4] The company said that the machine prepares the formula "at precisely the right dosage and temperature, at the push of a button, in less than one minute".[4] The capsules come in two sizes and six formulations based on the baby's age and weight.[5][6] The machine comes with a chip to confirm the capsules' authenticity.[1] The system was noted for its high price,[7][8] with capsules whose cost is four times the cost of Nespresso capsules.[5]
BabyNes sales by August 2011 had "exceeded expectations".[9] In June 2011, Nestlé announced plans to begin marketing the product outside Switzerland by 2012.[1] Nestlé also announced considerations to allow for machine rentals.[7]
Baby Milk Action, an organization that campaigns against breastmilk substitutes, requested that Nestlé add details to the product's labeling and questioned how it was possible for the solution to properly mix and cool in under a minute.[4]
Time referred to the BabyNes concept as ridiculous and criticized its marketing language, referring to the product as "environmental madness" and "a product of greed".[11]
Amy Corbett Storch of Mamapop criticized the device for its high price, the high price of its formula capsules, and the lack of perceived benefits of the device over regular powdered formula and prepared formula.[12]
1 Currently manufactured by General Mills in the U.S. and Canada. Produced by Cereal Partners under the Nestlé brand elsewhere. 2 Brand owned by General Mills; U.S. and Canadian production rights controlled by Nestlé under license. 3 U.S. production rights owned by The Hershey Company. 4 U.S. rights and production owned by the Smarties Candy Company with a different product. 5 U.S. rights and specific trade dress owned by Nestlé; rights elsewhere owned by Associated British Foods. 6 Produced by Cereal Partners, branded as Nestlé. 7 Produced by Cereal Partners and branded as Nestlé in the U.K. and Ireland. Produced by Post Foods elsewhere. 8 Philippine production rights owned by Alaska Milk Corporation. 9 Singaporean, Malaysian and Thai production rights owned by Fraser and Neave. 10 Used only in Indonesia, Thailand, and Cambodia. 11 Used only in the Philippines. 12 U.S. production rights owned by the Ferrara Candy Company. 13NA rights and specific trade dress to all packaged coffee and other products under the Starbucks brand owned by Nestlé since 2019. 14 Brand owned by Mars, sold by Nestlé in Canada. 15 Produced by Froneri in the U.S. since 2020.
