What Cheeky Chompers does

Cheeky Chompers is a UK-based designer and retailer of baby products, founded by co-founders Amy and Julie in 2011 (firmographics record 2013) during maternity leave. The company is headquartered in Penicuik, Scotland, and operates through its legal entity Parentease Innovations Ltd. Its core proposition is attachable, multi-functional baby products that solve common parenting frustrations — primarily dropped teethers, dribble-soaked clothing, and blankets that slip off during travel. The flagship Neckerchew is positioned as the world's first dribble bib with an attached food-grade silicone teether, and the portfolio has expanded to twelve core products spanning teething accessories (Animal Teethers, Handychew), comfort (Comfortchew), feeding (Silicone Feeding Bibs, Bamboo Weaning Sets), travel (Attachable Baby Blanket), nursing (MultiMuslin 6-in-1), and curated gift boxes.

The technology is centered on physical product design rather than software: integrated attachable mechanisms (elasticated straps, poppered connections, clip-on systems), food-grade FDA-approved silicone teething surfaces, and multi-layer absorbent fabrics. Products are safety-tested to FDA 21 CFR Part 11 and EU MDR standards and are machine-washable. The company holds no disclosed patents but has accumulated brand equity through awards including the 2018 Queen's Award for Enterprise for Innovation and multiple Made for Mums Gold awards.

Commercially, Cheeky Chompers runs an omnichannel model: direct-to-consumer e-commerce on Shopify with multi-currency support across the UK, EU, and USA; wholesale distribution through the Faire marketplace targeting independent retailers; and physical retail partnerships with major UK chains including John Lewis, Mamas & Papas, Next, and Waitrose. Pricing is positioned at premium levels ($14-$123 per item), with bundle and gift-set SKUs. Customer segments are parents of babies and toddlers (0-3 years) as the primary market and gift buyers for baby-shower and occasion purchases as a secondary segment. Marketing relies on parenting influencer partnerships, earned media (Vogue, Hello Magazine, BBC Dragons' Den), and an owned email community. The company has 11-50 employees and raised approximately $591,135 in a single funding round in June 2019.

Name

Cheeky Chompers

Legal name

Parentease Innovations Ltd

Website

https://cheekychompers.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Cheeky Chompers is a UK-based baby product brand designing attachable, multi-functional teething, feeding, and travel accessories. It serves parents of infants and gift buyers through Shopify DTC, Faire wholesale, and major UK retailers including John Lewis and Mamas & Papas.

Ownership category

akta.pro rank

Product category

Baby Products

NAICS

Gift, Novelty, and Souvenir Retailers (459420)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)

Keywords

• Baby teething products
• Baby bibs and blankets
• Baby comforters teethers
• Nursing covers muslins
• Baby gift sets

Headquarters

HQ city

Penicuik

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through their Shopify e-commerce platform. Products sold at retail prices ranging from $14 to $123, with various bundle and gift box options at premium price points.
2. Wholesale Distribution: B2B wholesale sales through Faire marketplace to independent retailers, offering discounted bulk pricing to trade buyers.
3. Retail Partnership Sales: Products stocked in major UK retailers including John Lewis, Mamas & Papas, Next, and Waitrose, generating revenue through retail distribution partnerships.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Cheeky Chompers designs, manufactures, and sells multi-functional baby products for infants and toddlers (0-3 years) that combine teething, feeding, sensory stimulation, nursing, and travel functions into single attachable items. Its flagship product, the Neckerchew, is the world's first dribble bib with an attached food-grade silicone teether, complemented by Comfortchew attachable comforters, Animal Teethers, attachable travel blankets, the 6-in-1 MultiMuslin nursing cover, silicone feeding bibs, bamboo weaning sets, and curated gift boxes. Products are sold globally through a Shopify e-commerce store, Faire wholesale, and UK retail partners including John Lewis, Mamas & Papas, Next, and Waitrose.

Product overview

Cheeky Chompers is a UK-based baby product company founded by two mums, Amy and Julie, that designs intuitive multi-use baby products focused on teething, feeding, sensory stimulation, nursing, and travel. The company's core innovation is combining multiple functions into single attachable products that stay in place. Key product lines include the award-winning Neckerchew (teething dribble bib with attached teether), Comfortchew (attachable comforter with teether), Animal Teethers (textured silicone teethers), Handychew (sensory teething toys), Attachable Baby Blankets (travel blankets with car seat clips), MultiMuslin (6-in-1 breastfeeding cover), Silicone Feeding Bibs, Bamboo Weaning Sets, and curated Gift Boxes. All products feature food-grade silicone teethers, are safety tested to highest standards, and are machine washable where applicable.

Differentiator

Problem solved

Functional benefit

Products and services

• Neckerchew Reversible 3-layer absorbent dribble bib with an attached food-grade silicone teether featuring a dimpled surface to massage and soothe tender gums. Designed for babies approximately 2 months to 2 years with adjustable poppers, suitable for parents seeking an all-in-one teething and dribble management solution.
• Comfortchew Attachable baby comforter with a built-in teether, super-soft cuddle fleece reverse, and sensory ribbon tags. An elasticated strap allows it to be secured to a wrist, pushchair, or car seat, preventing the comforter from being dropped or lost, designed for parents of babies and toddlers needing a soothing on-the-go comforter.
• Animal Teethers Soft, pliable, textured silicone teethers shaped as animals such as Bertie the Lion, Darcy the Elephant, and Chewy the Hippo. Feature multiple textures, dimpled massage surfaces, and toothbrush-like bristles for applying teething gel, designed for babies during teething phases and grip-friendly for little hands.
• Handychew Compact sensory baby teething toy with multiple sensory features for little ones to chew and play. The attachable design prevents dropping and losing, designed for parents seeking a portable sensory teething solution.
• Attachable Baby Blanket Luxurious attachable baby travel blanket with super-soft cuddle fleece reverse and hidden hand and foot pouches. Poppered straps allow it to attach to pushchairs, car seats, and most baby carriers, preventing the blanket from falling off, designed for parents needing a secure travel blanket solution.
• MultiMuslin 6-in-1 muslin breastfeeding cover with multiple uses including nursing cover, car seat cover, shopping cart cover, swaddle, and more. Made from breathable bamboo and organic cotton blend, designed for nursing parents seeking a single multi-purpose fabric solution.
• Silicone Feeding Bibs Easy-clean silicone feeding bibs with deep food-catching pocket and adjustable neck strap for a comfortable fit during mealtimes. Designed for parents of babies transitioning to solid foods and baby-led weaning.
• Bamboo Weaning Sets Stylish bamboo feeding sets for baby-led weaning journeys, including plates, bowls, and utensils designed for little hands to grip. Designed for parents introducing solids to their babies.
• Gift Boxes Curated baby gift sets packaged in beautiful keepsake boxes, including Sensory & Teething Gift Boxes, Newborn Gift Boxes, Travel Gift Boxes, and Luxury Gift Boxes with various product combinations. Designed for gift buyers shopping for baby showers, newborns, birthdays, and Christmas.
• Flexi-Brush Baby Starter Toothbrush Baby's starter toothbrush designed for gentle cleaning of first teeth and massaging gums. Suitable from birth and easy for parents to hold during brushing, designed for parents introducing oral care to their baby.
• Silicone Feeding Bibs (2-pack) 2-pack bundle of the easy-clean silicone feeding bibs with deep food-catching pocket and adjustable neck strap, designed for parents needing multiple bibs for baby-led weaning rotations.

Quantifiable outcome

• Products prevent dropped and lost teethers through attachable design
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core, secondary and minor.

• FairecoreChannel Partner/ Reseller/ DistributorWholesale marketplace platform through which retailers can purchase Cheeky Chompers products. Faire offers Cheeky Chompers 50% off first order for new retailers, free returns on first order, and 60-day payment terms for eligible retailers.
• John LewiscoreChannel Partner/ Reseller/ DistributorMajor UK department store chain stocking Cheeky Chompers products in stores and online. Key retail partner providing access to premium baby product market segment.
• Mamas & PapascoreChannel Partner/ Reseller/ DistributorLeading UK baby and nursery retailer stocking Cheeky Chompers products. Strategic retail partnership targeting parents shopping at specialist baby product retailers.
• NextsecondaryChannel Partner/ Reseller/ DistributorMajor UK fashion and home retailer with baby product section stocking Cheeky Chompers items. Provides access to mainstream retail consumers.
• WaitrosesecondaryChannel Partner/ Reseller/ DistributorUK supermarket chain (part of John Lewis Partnership) stocking Cheeky Chompers products. Provides grocery-adjacent retail placement for gift purchasing occasions.
• Dani DyersecondaryGTM or Marketing PartnerParenting influencer and content creator partnered with Cheeky Chompers to showcase products through social media content and video features.
• Maddison MillerminorGTM or Marketing PartnerParenting influencer creating content featuring Cheeky Chompers products for social media distribution.
• Melissa SuffieldminorGTM or Marketing PartnerParenting influencer creating content featuring Cheeky Chompers products for social media distribution.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Aden + Anais: Multi-use muslin wrap, swaddle, and baby blanket brand. Direct comparator to Cheeky Chompers' MultiMuslin and attachable blanket lines, serving the same premium gifting and parent segment in department stores and specialty retailers.
• MAM: Austrian global baby brand best known for its orthodontic pacifiers and teethers. Direct competitor in the silicone teether category that Cheeky Chompers' Neckerchew and Animal Teethers compete against in both UK and international markets.
• Skip Hop: US baby accessories brand offering bibs, blankets, teethers, and on-the-go products. Comparable multi-category baby accessories approach with strong retail distribution and similar target demographic of parents of infants and toddlers.
• Tommee Tippee: UK-based baby products brand with a broad portfolio of feeding, soothing, and nursery products including teethers and bibs. Directly comparable as a UK-anchored multi-category baby brand competing for the same John Lewis/Mamas & Papas shelf space.
• Sophie la Girafe (Vulli): Premium French teething brand with a flagship natural rubber teether. Comparable as a design-led, premium-positioned teether brand serving the same gift-buyer and parent segment with similar pricing points and retail distribution.

Emerging players

• Loulou Lollipop: Canadian premium baby accessories brand with silicone teethers, bibs, and gift sets. Comparable as a design-led, premium-priced baby brand targeting gift buyers and stocking in specialty retailers and department stores.
• Boppy: US baby brand with nursing pillows and feeding accessories that has expanded into bibs and on-the-go accessories. Comparable as a parent-trusted brand extending into adjacent baby categories with a similar gifting angle.
• Itzy Ritzy: US-based premium baby accessories brand offering teethers, bibs, and gift sets. Emerging player with similar design-led positioning, premium pricing, and gift-buyer focus, increasingly competing for international retail listings.

Broad incumbents

• NUK: Global baby brand owned by Mapa (Newell) covering teethers, pacifiers, bottles, and oral care. A broader incumbent competing across multiple Cheeky Chompers categories with deeper retailer relationships and larger marketing budgets.
• Philips Avent: Global incumbent baby brand from Philips covering feeding, soothing, and oral care. Broader-scale competitor with significantly larger R&D and marketing resources that competes in adjacent baby categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CheekyChompers
• YouTubeyoutube.com/user/CheekyChompers
• Facebookfacebook.com/CheekyChompers
• Instagraminstagram.com/cheekychompers

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cheeky Chompers