In March 2025, Munchkin Inc., the world’s most loved baby lifestyle brand under WHY Brands Inc. (“WHY”), introduced the revolutionary FLOW Nipple Shield + (“FLOW”), a first-of-its-kind nipple shield that allows mothers to visually monitor their milk flow while nursing, reinforcing the company’s position as a premier baby lifestyle brand around the world. Munchkin’s Flow Nipple Shield + represents a groundbreaking innovation—the inaugural patented nipple shield features a transparent milk channel that empowers breastfeeding mothers. By observing their baby’s nutrition in real-time and delivering unprecedented visibility, it is helping mothers achieve or surpass their breastfeeding goals. The product adheres to the strictest maternal and infant safety protocols, constructed from 100% BPA-free food-grade silicone, with exceptional durability supporting up to 200 applications. Emerging as the debut Munchkin innovation from RD8, the company’s creative and experimental center that spearheads the advancement of breakthrough products and technologies while challenging existing possibilities, FLOW signifies the creation of a new product category. While mothers have nursed infants since the beginning of time, they have never possessed visual verification that their babies are receiving adequate milk supply. FLOW delivers visual assurance which enhances confidence and helps to prolong the breastfeeding experience. Munchkin’s overall mission with Flow Nipple Shield + is to increase breastfeeding rates worldwide. The number one reason women end breastfeeding early is the perception of low supply, even though a true deficiency affects fewer than 5%. Munchkin’s ongoing U.S. clinical trial of 301 mothers concluded with 98% of participants continuing to breastfeed for more than three months, proving that Flow was helping them meet or exceed their goals. Through offering nursing mothers visual confirmation of milk transfer, FLOW removes uncertainty, strengthens confidence, delivers valuable insights, and extends breastfeeding duration.