Feed ME Bottles Limited (05974704): administration
- Status
- Administration ended
- Administration began
- 2019-11-04
- Administrators
- Hugh Francis Jesseman, William Antony Batty
- Administrators' firm
- Antony Batty
- Formerly
- New Baby Bottle Company Limited
- Incorporated
- 2006-10-23
- Location
- Brentwood
- Industry
- 47789 Other retail sale of new goods in specialised stores (not commercial art galleries and opticians)
Why it went into administration
- Property / lease costs
- Funding withdrawn / unable to refinance
- Competition / price pressure
From the administrators' statement
The Company was incorporated on 23 October 2006 by Dr Furgan Shaikh to develop a revolutionary new concept of self-warming baby bottles. The inspiration for the concept came from Dr Shaikh’s wife, who like most new mums, got fed up of stumbling around the kitchen warming milk in the early hours for night feeds.
Considerable research and development took place during the early years and expert advice was sought during this period. The Company was funded through private investment rounds and in 2009 the product was launched under the brand name “Yoomi”.
Despite extensive marketing and brand recognition campaigns, the Company has always struggled to gain a foothold in the fiercely competitive UK market where established brands and market leaders hold considerable influence over the traditional retail outlets and routes to market.
Administrators' statement of proposals (2020-01-07) · Companies House register