International parenting retailer ebebek has partnered with trusted baby feeding brand Vital Baby to launch a new free expert-led Weaning Guide, designed to support parents through every stage of starting solids whilst strengthening confidence in the weaning category both in-store and online.
The collaboration brings together practical feeding expertise, trusted product solutions and accessible parenting support in one comprehensive 72-page guide, available free with purchases online and in ebebek stores nationwide.
Created to help families navigate the often overwhelming transition into weaning, the guide combines realistic, judgement-free advice with practical feeding solutions and age-appropriate recipes, covering topics including:
• Signs baby is ready for weaning
• Traditional weaning and baby-led weaning
• Introducing allergens safely
• Foods to avoid
• Key nutrients and hydration
• Gagging vs choking guidance
• Stress-free mealtime tips
• Transitioning to family meals
Vital Baby products are integrated throughout the guide to showcase practical solutions designed to simplify mealtimes and support parents throughout the weaning journey.
The launch forms part of ebebek’s wider mission to support families beyond retail, combining trusted products with expert-led advice and community-focused experiences. The guide officially launched during an in-store Weaning Event at ebebek Greenwich, featuring weaning expert and What Mama Makes author Rebecca Wilson, alongside product demonstrations, feeding advice and parent support.
Faruk Giray, UK Country Director of ebebek, said: “As retailers, we know parents are increasingly looking for reassurance and practical support alongside products, particularly during key developmental stages such as weaning. This partnership with Vital Baby allows us to provide accessible expert-led guidance whilst helping families discover practical feeding solutions that genuinely support everyday parenting.”
Hannah Juniper, Brand Development Manager at Vital Baby, added: “Weaning remains one of the biggest milestone categories for parents, but it can also feel incredibly daunting. By partnering with ebebek on this guide, we wanted to create something that feels approachable, realistic and genuinely useful, whilst helping families feel more confident in the products and routines that support feeding at home.”
The guide also signposts parents to trusted organisations including the NHS, Allergy UK and the British Dietetic Association for further feeding support and guidance.
The ebebek x Vital Baby Weaning Guide is available now online at ebebek UK and free with purchases in ebebek stores nationwide.
