subo products

What subo products does

Subo Products Australia Pty Ltd is a privately held, family-operated consumer products company founded in 2012 in Melbourne, Australia, by Glen Mayer and Julie-Anne Mayer. The company designs, manufactures, and sells the Subo Food Bottle, a reusable, non-squeeze 210ml feeding bottle for babies and toddlers (approximately six months to four-plus years) that enables independent self-feeding of semi-solid foods. The core mechanism is an internal platform that rises as the child sips through a soft silicone spout, so food only emerges when the child actively draws on the spout, eliminating the need to squeeze and reducing spillage in prams, cars, and at home. The bottle is a seven-part assembly (tube, platform with overmolded fin, valve, base, collar, cap, spout) made from PP, HDPE, TPE, and food-grade silicone, and is BPA-, phthalate-, and PVC-free, manufactured in Australia, and tested to European standard EN 14350.

The product line extends beyond the original bottle to a modular ecosystem of interchangeable 12mm and 5mm spouts, ergonomic handles, funnels, a Wash and Storage Pouch accessory launched in 2024, individually-priced replacement parts, and bundles (Starting Solids, Duo, Ultimate) ranging from approximately A$55 to A$126. Revenue comes from direct-to-consumer e-commerce on suboproducts.com.au and localized storefronts for New Zealand, Singapore, and the USA; wholesale accounts for retail stockists; physical retail placement across Australia, New Zealand, Sweden, and the USA; NDIS invoicing for Australian participants; and a fundraising program that donates 20% of sales to registered causes. Marketing combines earned media from the 2018 Shark Tank Australia appearance, content marketing via a recipe blog in partnership with nutritionist Krissy Ropiha, and organic social presence on Facebook, TikTok, Instagram, and YouTube.

Subo holds granted patents on the platform technology in Australia, Canada, China, and the United States, with a European application pending, and operates as a 100% Australian-owned company with a reported installed base of more than 200,000 parents, a small core team of approximately seven people, and no disclosed institutional funding beyond the reported Shark Tank deal.

Name

subo products

Legal name

Subo Products Australia Pty Ltd

Website

https://suboproducts.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Short description

Subo Products Australia designs and manufactures the reusable, non-squeeze Subo Food Bottle, enabling babies and toddlers aged six months to four-plus years to self-feed semi-solid foods independently. It serves parents, NDIS participants, and gift buyers across Australia, New Zealand, the USA, Canada, Mexico, Singapore, and Sweden via direct e-commerce, wholesale, and retail.

Ownership category

akta.pro rank

Product category

Baby and Toddler Feeding Products

NAICS

Plastics Bottle Manufacturing (32616)

akta.pro industry

PRIMARYCRADAEAG

Baby Meals & Ready-to-Eat Foods (Pouches, Bowls, Refrigerated/Frozen)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Infant & Baby Food & Nutrition

SECONDARYIMALAHAB

Secondary & Multipack Packaging

Industrials, Manufacturing & Construction/Packaging & Containers/Food & Beverage Packaging

Keywords

• Baby feeding products
• Reusable food bottles
• Toddler self-feeding
• Baby bottle accessories
• Infant feeding solutions

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Food Bottles: One-time purchase of food bottles and accessories. The main revenue driver with food bottles priced at $35.00 AUD. Repeat purchases come from replacement parts, additional accessories, and gifting.
2. Accessories & Replacement Parts: Replacement parts (caps, bases, collars, platforms, valves, spouts) and accessories (handles, funnels, wash pouches) drive ongoing revenue from existing customer base.
3. Gift Cards: Gift cards in $50, $75, and $100 denominations provide flexible gifting options and upfront cash flow.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Subo Products designs, manufactures, and sells a patented reusable food bottle that lets babies and toddlers (6+ months) self-feed semi-solid foods without squeezing. The 210ml Subo Food Bottle uses an internal rising platform mechanism so food moves up through a soft silicone spout only when the child sips. The core product line is sold alongside replacement parts (caps, bases, collars, platforms, valves, spouts), accessories (handles, 5mm straw spout, funnels, wash & storage pouch), curated bundles, and gift cards.

Product overview

Subo Products is an Australian company founded in 2012 that manufactures and sells the Subo Food Bottle - a reusable, non-squeeze food bottle designed to help babies and toddlers feed themselves independently. The core product (Subo Food Bottle, 210ml) works using a platform mechanism that rises as the child sips, eliminating the need for squeezing. The product line includes the main food bottle, replacement parts (caps, bases, collars, platforms, valves), accessories (handles, spouts in 5mm and 12mm sizes, funnels), and bundles (Starting Solids, Duo, Ultimate). New in 2024, the company launched a Wash & Storage Pouch accessory. The company holds patents across multiple countries including Australia, Canada, China, Europe, and the USA. Products are BPA-free, phthalate-free, PVC-free, and tested to European standards (EN 14350), manufactured in Melbourne, Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Subo Food Bottle A 210ml reusable, non-squeeze food bottle with an internal rising platform that lets babies and toddlers (6+ months) self-feed semi-solid foods (smoothies, yoghurts, purees, cereals, oats, porridge, soups). Includes a 12mm original spout; BPA-, phthalate-, and PVC-free; dishwasher-safe with 7-part disassembly.
• Subo Handles Ergonomic handles that attach to the Subo bottle to help little hands grip and hold the bottle independently. BPA- and phthalate-free, made in Australia.
• Straw Spout (5mm) 5mm straw spout for children under 2 years, made from food-grade silicone, designed for thinner foods like purees, plain yoghurts, and rice cereals. Interchangeable with the original 12mm spout.
• Original Spout (12mm) Standard 12mm opening spout included with the Subo Food Bottle, ideal for thicker textures and older children. Interchangeable with the 5mm straw spout.
• Replacement Cap Replacement cap for the Subo Food Bottle, available in multiple colours including Clear, Duck Egg, Musk, Yellow, Light Grey, and Black.
• Valve Soft silicone valve that fits into all coloured bases; its dome shape with a 12mm slit lets air into the tube so the platform can move up as food is consumed.
• Replacement Base Replacement base component for the Subo Food Bottle.
• Replacement Collar Replacement collar component for the Subo Food Bottle.
• Replacement Platform Replacement platform component for the Subo Food Bottle; the fin is overmolded to the platform to drive food up the spout as the child sips.
• Funnel Funnel accessory for easy, mess-free filling of the Subo Food Bottle; available in various colours.
• Wash & Storage Pouch Dishwasher-safe pouch that helps parents clean and store Subo bottle components, keeping small parts contained during washing.
• Starting Solids Bundle Bundle including Subo Food Bottle, 5mm straw spout, Subo Handles, and Funnel — everything needed for a smooth, mess-free start to solids. Priced at $55.25 AUD (saving $9.75 vs. individual items).

Quantifiable outcome

• Saves approximately 2.1 million tonnes of plastic waste annually in Australia through reduction of single-use food pouches
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• RedkitecoreOthersSubo supports Redkite, which provides practical, emotional, and financial support to children with cancer and their families. Subo donated $5 per red product sale during Go Red for Redkite campaign. Partnership includes holiday season support.
• Very Special KidsminorOthersPartnership with Very Special Kids which provides holistic care to children with life-threatening conditions, including respite care, family support programs, and end-of-life care.
• Beyond BlueminorOthersPartnership with Beyond Blue for mental health support and services across Australia.
• McGrath FoundationminorOthersPartnership with McGrath Foundation which funds McGrath Breast Care Nurses across Australia.
• Dad's Group CharityminorOthersPartnership with Dad's Group, a not-for-profit organization committed to connecting new Dads and improving men's health.
• Good Friday AppealminorOthersSupport for Good Friday Appeal which raises money for the Royal Children's Hospital in Melbourne.
• Breast Cancer FoundationminorOthersPartnership supporting breast cancer research, education, and patient support.
• Krissy RopihacoreStrategic or Co-development PartnerSubo partnered with accredited Nutritionist and Psychologist Krissy Ropiha to design recipes suitable for the Subo food bottle. Krissy is a published author, content creator, YouTuber, and busy mother of three who helps families navigate mealtimes.
• Luka McCabe (Boob to Food)minorStrategic or Co-development PartnerLuka McCabe from Boob to Food created the High Protein Smoothie recipe specifically for Subo, demonstrating product versatility for protein-rich meals.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Squeasy Gear: US-based maker of reusable, no-squeeze food bottles and pouches for babies, toddlers, and children. Most direct competitor with similar non-squeeze platform-style designs targeting the same self-feeding use case as Subo.
• Haakaa: New Zealand-headquartered baby product brand offering silicone feeding products, breast pumps, and baby bottles. Closest geographic and demographic peer to Subo, operating in Australasia with overlapping retail channels.
• B.box: Australian baby and toddler brand known for spill-proof cups and toddler feeding products. Direct competitor in Australian baby retail with shared distribution through major baby stores and similar price points.
• Innobaby: US-based maker of stainless steel and glass baby bottles, toddler feeding products, and mealtime accessories. Comparable in targeting the eco-conscious, premium baby feeding segment with reusable alternatives to plastic.

Regional players

• Cherub Baby: Australian baby brand offering baby food makers, feeding products, and reusable solutions. Operates primarily in Australian retail and e-commerce, competing in similar feeding categories to Subo but focused on food preparation rather than delivery.

Broad incumbents

• Munchkin: Large US-based baby products CPG company with a broad portfolio of feeding products including sippy cups, bowls, and utensils. Provides scale comparison for what Subo could become with broader distribution and capital.
• Philips Avent: Global baby bottle and feeding brand under Philips with deep retail penetration worldwide. Represents the incumbent benchmark in baby feeding products against which Subo's differentiated positioning must compete.
• Evenflo Feeding: Established US baby brand offering bottles, sippy cups, and toddler feeding products across price points. Provides comparison for category economics and retail distribution scale in baby feeding.

Emerging players

• Boon Inc. US-based baby product brand offering innovative feeding solutions including silicone nipples, snack pods, and toddler meal accessories. Comparable in product innovation approach and target demographic to Subo.
• ChooMee: US-based maker of reusable food pouches, silicone spouts, and refillable pouch systems. Closest competitor to Subo's anti-single-use-pouch value proposition with similar sustainability positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCsnJo1qtKcgs8gnak_afLvg/featured
• Facebookfacebook.com/SuboProducts
• Instagraminstagram.com/suboproducts/?hl=en
• TikToktiktok.com/@Suboproducts
• LinkedInlinkedin.com/company/subo-products-australia-pty-ltd

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

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 subo products