The most loved baby lifestyle brand has been recognized for its launch of the Flow Nipple Shield + in both the Design/Make and Product Design categories
Munchkin Inc. (“Munchkin”), the beloved baby lifestyle company owned by WHY Brands, Inc. (“WHY”), today announced its recognition on Fast Company’s Innovation by Design list for the debut of Flow Nipple Shield + (“Flow”), the world’s first nipple shield that lets mothers see their milk flow to their baby while nursing. The list celebrates designers and businesses addressing today’s most urgent challenges while anticipating the issues that will shape tomorrow.
Now in its 14th year, the Innovation by Design Awards celebrate the designers and businesses addressing today’s most urgent challenges while anticipating the problems of tomorrow. The program is one of the most prestigious design competitions in the industry, spotlighting work that exemplifies originality, beauty, sustainability, user insight, cultural significance, and measurable business impact.
We’re incredibly honored that Fast Company recognized the Flow Nipple Shield as a breakthrough in infant care,” said Diana Barnes (“DB”), Chief Brand Officer and Creative Director at WHY. “At WHY, we’re always looking for ways to push boundaries in infant nutrition and connect with parents in meaningful ways. Storytelling is at the heart of how we tackle the ever-changing journey of parenthood. Flow has the potential to transform the breastfeeding experience for families around the world, and this recognition motivates us to keep innovating and leading with purpose.”
Flow marks Munchkin’s most significant innovation of 2025, creating an entirely new category with a mission to increase breastfeeding rates worldwide. A decade in the making and validated through clinical trials, Flow is the first patented nipple shield with a built-in milk channel that lets mothers see their babies’ nourishment in real time. In fact, 87% of trial participants continued breastfeeding after 12 months, demonstrating Flow’s ability to help moms meet, and even exceed, their breastfeeding goals.
Today, Munchkin is a leading global baby lifestyle brand, with an average of 13 innovative products found in nearly every U.S. household with children. The company holds more than 350 patents to date and continues to introduce breakthrough solutions to the everyday challenges parents face, including its latest innovation, Flow.
Honorees, including nearly 300 projects, products, and services from The New York Times, Jones Knowles Ritchie, Adobe, and others, were selected by a panel of leading designers, business executives from leading organizations, and Fast Company editors.
“The Innovation by Design Awards celebrate bold ideas and work that proves design is a true driver of business and societal progress. This year’s honorees show how creative thinking can unlock new markets, build stronger organizations, and deliver meaningful impact at scale,” said Brendan Vaughan, editor-in-chief of Fast Company.
To see the complete list, go to https://www.fastcompany.com/innovation-by-design/list, and read about the winners in the Fall issue of Fast Company magazine on newsstands September 23, 2025.
About Munchkin Inc.
For more than 30 years, Munchkin Inc., the baby lifestyle brand owned by WHY Brands Inc, has produced innovative products and functional gear for children and their caregivers. Munchkin has over 350+ patents to date, and more than 250 international product and brand design awards. Munchkin products are sold in more than 50 countries and have received over 1.45 million five-star reviews.
Munchkin has been awarded Great Place to Work for four consecutive years and is recognized as a 2024 Best Places to Work by Built In. Munchkin has been honored on Fast Company’s annual “Brands That Matter” list for two consecutive years, including 2024, and ranked number eight on Fortune’s list of “Most Innovative Companies” in 2023.
As the only baby brand in the United Nations Global Compact, the company prioritizes corporate social responsibility with commitments to environmental protection and animal welfare, which are highlighted in its annual Sustainability Report. Learn more at www.WHYBrands.com and www.Munchkin.com.
About WHY Brands Inc.
WHY is a portfolio of brands that invent, develop, and design creative products across an array of categories. With every new idea and undertaking, we ask and end with WHY. That spirit of inquiry drives our commitment to innovation, highlighted by over 350 patents to date. We believe great ideas and next-generation design can be lifechanging. WHY’s portfolio includes baby lifestyle brand Munchkin. Learn more at www.WHYBrands.com.
About Fast Company
Fast Company is the only media brand fully dedicated to the vital intersection of business, innovation, and design, engaging the most influential leaders, companies, and thinkers on the future of business. Headquartered in New York City, Fast Company is published by Mansueto Ventures LLC, along with our sister publication Inc., and can be found online at www.fastcompany.com.
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