Hegen is excited to introduce its new campaign, “Empowering Growth, Nurturing Confidence”, which shines a spotlight on its weaning line comprising the Straw Cup, All-Rounder Cup, Drinking Bottle and the new Mealtime Collection.
As babies reach six months, the World Health Organization recommends gradually introducing solid foods alongside continued breast milk or formula to provide essential nutrients beyond what milk alone can offer. At this stage, infants also learn to progress from breastfeeding or bottle-feeding to independent drinking.
Parents who have come to rely on Hegen’s breastfeeding and nursing essentials know the perfect harmony of simplicity, practicality and innovative design that defines our brand. As their babies embark on the exciting milestone of weaning, we aim to remain as their steadfast partner, helping the little ones embrace this new stage with courage while ensuring a seamless and meaningful transition.
“At Hegen, we envision a world where every family feels confident and supported in their journey. Aligned with our campaign theme ‘Empowering Growth, Nurturing Confidence’, we celebrate the milestones that parents and children achieve together. Our products are designed to make weaning a joyful, confidence-boosting experience for all. We are dedicated to creating solutions that grow with families, providing not just functionality but also meaning and connection,” says Yvon Bock, Hegen Founder and Chief Executive Officer.
Introducing Hegen’s Weaning Line
Just like breastfeeding, this milestone is filled with both exhilaration and a touch of apprehension for many parents. This is why Hegen has lovingly crafted its weaning range to ensure that both parents and children are encouraged and well-prepared for every beautiful moment and challenge that comes their way. Here’s a quick look at what the range has to offer:
Hegen PCTO™ Straw Cup: Ideal for little ones transitioning from breastfeeding or bottle-feeding, the Straw Cup is designed for easy sipping, nurturing independent drinking skills.
Hegen PCTO™ All-Rounder Cup: Made for babies 12 months and up, this training cup facilitates bottle-to-cup transition with minimal spillage.
Hegen PCTO™ Drinking Bottle: For children aged two and up, this versatile bottle makes it easy for adventurous kids – and adults – to hydrate in style while on-the-go.
Hegen Mealtime Collection: A comprehensive range of children’s mealtime utensils that transforms every meal into a delightful and less messy experience, while fostering precious connections between parents and their little ones.
Join Us at Hegen’s Takeover of Café Melba
At the heart of the “Empowering Growth, Nurturing Confidence” campaign is our enchanting pop-up at Cafe Melba at Goodman Arts Centre this October. The event will be brimming with interactive activities that echo the campaign’s core message of nurturing confidence and growth. Expect a Hegen-themed bouncy castle, whimsical face painting, DIY water pets and playful temporary tattoos that are sure to ignite your little ones’ imagination.
Beyond these playful moments, parents will also have the chance to bond with their children over shared meals and discover Hegen’s full weaning range, including the newly launched Hegen Mealtime Collection.
Our specially curated kids-friendly menu will be served alongside these products:
- Avocado Dream served in Hegen Straw Cup*
- Blueberry Boost served in Hegen All-Rounder Cup*
- Chocolate Oat Milkshake served in Hegen Drinking Bottle*
- Selected meals from the Kids Menu served in Hegen Divided Suction Plate with Multi-stage Fork and Spoon
*Parents can keep the Hegen bottle for the drink they order.
Event Details
- Date: Saturday, 19th October
- Opening hours: 8am -10pm
Fun & games with Hegen: 10am - 1pm - Location: Café Melba, 90 Goodman Road Block N, #01-56, Singapore
Visit Hegen’s cafe pop-up and explore how our products can make a difference in your family’s milestone moments. We look forward to seeing you there!
ABOUT CAFÉ MELBA
Café Melba proudly stands as one of Singapore’s favorite destinations for families and pet lovers alike, with two convenient locations: Goodman Arts Centre and Mediapolis. This serene café invites guests to unwind in a tranquil setting, where exceptional cuisine meets a warm and welcoming atmosphere.
With a thoughtfully crafted family-friendly menu, Café Melba ensures that diners of all ages enjoy a delightful experience. The inviting ambiance encourages connections and memorable gatherings, making it the perfect spot for family meals. Additionally, with its pet-friendly policy, furry friends are always welcome, creating an inclusive environment for all.
For those on the go, Café Melba offers Grab n Go outlets at Stevens and Asia Square, perfect for a quick bite or a delightful drink.
ABOUT HEGEN
To enhance and create a positive breastfeeding journey for parents, Hegen was established in Singapore in 2015 by its Founder and CEO, Yvon Bock, whose vision was to modernise a feeding system that advocates breastfeeding, protects the integrity of breastmilk, and simplifies the way mothers express, store and feed.
As a global brand thoughtfully designed by a mother for mothers, Hegen champions sustainability through innovative, practical and high-quality breastfeeding products that can be easily converted and repurposed to meet the evolving needs of a child, hence extending the lifespan to beyond a bottle. Our iconic ergonomically-shaped Hegen Sqround (square-round) bottles are modular, multi-functional and designed with our patented Press-to-Close, Twist-to-Open™ no-screw-thread closure for easy handling – which in turn improves the lives of our customers.
Hegen’s commitment goes beyond creating products. Our Hegen Lactation Centre represents our brand’s core value as we strive to provide a holistic experience for our community through education, full lactation consultations and training services, so as to encourage breastfeeding and guide every mum on their unique nursing journey.
Hegen is currently available in 24 international markets: Australia, Bahrain, Cambodia, Canada, China, Hong Kong SAR, Indonesia, Israel, Japan, Kuwait, Malaysia, The Netherlands, Oman, Philippines, Qatar, Saudi Arabia, Singapore, South Korea, Taiwan ROC, Thailand, United Arab Emirates, United Kingdom, United States, and Vietnam.
For more information, please visit www.hegen.com.
Press Release @ Hegen
Ms Alison Ong
Assistant Manager, Consumer Strategy & Consumer Engagement (Marketing)
P: +65 6978 9013
Hegen Pte Ltd 438A Alexandra Road, #02-01 Alexandra Technopark, Singapore 119967
