SOURCE: yoomi


April 27, 2011 08:00 ET

Some Like It Hot: yoomi Releases First Rechargeable Self-Warming Baby Bottle System in U.S.

yoomi's Revolutionary Technology Is a First in the Baby Industry

NEW YORK, NY--(Marketwire - Apr 27, 2011) - yoomi, creators of the first-ever rechargeable, self-warming baby bottle system, announces that its award-winning baby feeding product is now available in the U.S. Already a must-have in the U.K. and internationally, yoomi provides parents with a safe, quick, easy, and convenient way to heat breast milk and formula to the ideal temperature of 86-90°F in just 60 seconds -- at-home or on-the-go!

yoomi's inventive feeding system addresses the many challenges of warming a bottle. Eliminating the danger of overheating breast milk or formula on the stovetop and depleting valuable nutrients, or exposing baby's feed directly to microwave radiation; yoomi's self-warming unit heats the contents of a bottle to the correct temperature by the simple touch of a button. It also allows parents coveted on-hand convenience for heated feeds at night, while out-and-about or during travel.

yoomi's innovative warming system features breakthrough engineering and technology that warms expressed breast milk or formula directly in the bottle. The warmer is powered by a special "phase change" gel (a non-toxic material that generates heat as it transforms from liquid to solid), which is safely sealed within a leak-proof chamber. Once activated by the push-button, the gel flows inside a series of channels on the outside of the warmer to gently heat the feed to 86-90°F. The system will remain warm for up to one hour.

The ultimate in modern convenience, yoomi's new removable and rechargeable warming unit receives its charge simply by placing it in a pot of boiling water for 25 minutes. An orange activation button means it is ready for use. The unit can be recharged up to 100 times. The activation button will fade to blue to indicate that the charger needs to be replaced. Coming in June, yoomi will also offer a model that can be recharged by placing it in the microwave for less than two minutes.

The BPA-free yoomi bottle is ergonomically designed to provide an effortless feeding experience for parents, ensuring it is easy and comfortable to hold. The wide, soft silicone nipple is shaped to mimic the breast, providing a more natural feeding experience for babies and encouraging an easier transition from breast to bottle. The nipple also features strategic vents to help reduce colic by preventing air from bubbling through the feed.

The idea for yoomi was conceived by husband and wife team Jim and Farah Shaikh, who were inspired by the many feeding challenges they faced following the premature birth of their first child, Danial. Formerly an engineering teacher at Queen Mary, University of London, as well as one of the engineering researchers for BMW, Jim formed his own consulting agency with yoomi as one of his first projects. Over the course of five years of development, the project garnered valuable recognition for its engineering, even securing a grant from the London Development Agency. In October 2008, while still in prototype form, yoomi was also awarded the Design and Engineering prize at the prestigious London Technology Fund Awards.

"Necessity was certainly the mother-and father-of invention for yoomi, and we are proud to be able to help families everywhere solve the feeding challenges we personally faced as new parents. Engineering is more than my profession, it is a passion, and we are currently investigating other uses for yoomi's unique technology," says Jim Shaikh.

The yoomi bottle and warmer surpass all EU and FDA safety standards, and have undergone extensive toxicology, material safety, temperature regulation, quality and design tests. yoomi's Self-Warming Baby Bottle System will retail for $30.00, 8oz. size. For retail information, please visit

To schedule an interview with the creators or to request a sample, please contact Kristina Godfrey or Elyssa Sanders of Sanders + Godfrey PR at or

About yoomi:
yoomi was created by Farah and Jim, a mom and dad whose experiences of bottle warming (stumbling around the kitchen in the early hours and begging waiters for hot water when out and about) inspired them to look for a better solution. The combination of Farah's inspiration and Jim's engineering skills, together with expert advice and help from friends and family, has resulted in yoomi, the bottle that warms baby's feed in just 60 seconds.

Contact Information

  • Contacts: Kristina Godfrey
    Elyssa Sanders
    Sanders + Godfrey PR
    Phone Numbers: 949.720.7062
    Emails: Email Contact
    Email Contact