SOURCE: Summer Infant, Inc.

Summer Infant, Inc.

March 06, 2012 09:00 ET

Recent Survey Shows Moms of Colicky Babies Feel Helpless, Need Advice; Born Free® Responds, Declaring March Colic Awareness Month

Mom Survey Reveals Colic Puts Strain on Entire Family; 1 in 5 Respondents Say Living With Colicky Baby Nearly Led to Divorce

WOONSOCKET, RI--(Marketwire - Mar 6, 2012) - In an effort to broaden awareness about colic, provide a resource during this challenging time for families, and to educate parents about safer soothing techniques, Born Free®, a leader in premium infant feeding products, has declared March as Colic Awareness Month.

Colic, a condition where otherwise healthy newborn babies cry for more than three hours a day, for three days a week, for more than three weeks in a row, affects an estimated 20% of newborns in the U.S., according to the American Academy of Pediatrics. A recent survey of 100 moms of colicky babies, conducted by Clarity Research, further revealed the feelings of these moms and the actions that they've taken. Results of the survey showed that parents of colicky babies feel overwhelmed and stressed, experience severe strain on their marriages, and were often confused about best practices on soothing their babies. Specific findings include:

  • Nearly one in five said that having a baby with colic almost led to a divorce.
  • More than 1/3 responded that having a baby with colic made them doubt whether they wanted another baby.
  • More than 1/3 said that having a baby with colic greatly contributed to their post-partum depression.
  • Nearly 3/4 revealed that they felt as if they were failing as a parent when they were not able to make their baby feel better.

The study also showed that moms tried many different tactics to soothe colicky babies, and explained that they were given some bad, potentially dangerous advice. Examples they gave, that doctors recommend never to do, included: "Put gin in the bottle," "Dip baby's pacifier in honey" and "Do nothing at all." Overall, moms were unaware or misinformed about doctor-recommended feeding and soothing techniques -- such as the "five s's" of swaddling, side/stomach holding, shushing, swinging and sucking -- to help eliminate the gas and discomfort associated with colic.

Noting the need for more awareness and expert advice, Born Free® has teamed up with pediatrician, author, and renowned children's health expert, Dr. Alan Greene to provide coping advice, techniques, and tips to help parents of colicky babies. The company has also named March Colic Awareness Month as they launch their support site at www.newbornfree.com/colicawareness.

"Colic can be a physically and emotionally exhausting experience for families, and many parents don't know what to do to help relieve their baby's discomfort," says Dr. Alan Greene. "Several colic solutions have been demonstrated to be effective for some children. Helping a particular child often involves some experimentation and observation; swaddling and swaying a baby are examples of simple and safe soothing techniques. Breast is best when possible, but for the times parents use bottles, switching to those developed to help reduce gas, like Born Free bottles, can be beneficial in reducing colic symptoms."

The unique Born Free® ActiveFlow™ Venting Technology is clinically designed to reduce colic and gas. The two-part venting system was modeled after a mother's natural milk flow in order to reduce the amount of air ingested when compared to other bottles. The goal is to offer babies a calm feeding experience.

According to Lois Glasgow, Vice President and General Manager of Born Free feeding, "Because the Born Free Infant Feeding System continues to receive strong testimonials from moms looking to alleviate the symptoms of colic, we wanted to offer support during this very challenging time." Glasgow continued, "As part of our recognition that additional colic awareness is needed, we launched a new microsite filled with information and clinical tips for moms of colicky infants. It's our hope that we not only provide good, functional information, but that we let moms know that they're not alone."

To learn more about Colic Awareness Month, and to read expert tips and real mom stories, visit: www.newbornfree.com/colicawareness.

About Born Free
Born Free, a leader in juvenile feeding products, introduced the first BPA-free baby bottle in 2006 upon the company's inception. Born Free now distributes an innovative portfolio of feeding products worldwide for babies and toddlers, including: bottles, training and drinking cups, pacifiers, teethers, and more. Born Free was acquired by Summer Infant, Inc. in March 2011. Additional information about Born Free, including product information and details about colic awareness, can be found at: www.newbornfree.com.

About Summer Infant, Inc. (NASDAQ: SUMR)
Based in Woonsocket, Rhode Island, the company is a designer, marketer and distributor of branded durable juvenile health, safety and wellness products for ages 0-3 years, which are sold principally to large U.S. retailers. The company sells proprietary products in a number of different categories, including nursery audio/video monitors, safety gates, bath products, bed rails, nursery products, booster and potty seats, infant bedding, bouncers, travel accessories, highchairs, swings and nursery furniture. For more information, visit: www.summerinfant.com.

Contact Information