Baby Buzz | Momcozy Launches ‘More Than Pumping’ For Breastfeeding Month

Baby Buzz

Here's what's happening this week in the world of baby care marketing:
- FDA tightens expectations on infant-food recall coordination.
- Momcozy launches ‘more than pumping’ for breastfeeding month
- Boogie adopts Amazon-friendly, low-plastic AeroFlexx packaging.
- European midwife brand lands on Walmart.com in the U.S.
- Ubbi x Stork Exchange push deep-discount bundles for gifting AOV.
- SAP growth hints at diaper cost-performance reshuffles.

⏱️ Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

REGULATION & SAFETY
FDA Calls For Stronger Industry Collaboration On Infant And Child Food Recalls
In a July 9 FDA letter, regulators pressed manufacturers, distributors, and retailers of infant and child foods to tighten recall coordination, accelerate communications, and enhance traceability. The move raises the bar on recall readiness—expect updated SOPs, supplier contracts, and retailer-data workflows to prove speed and coverage. Baby food brands and omnichannel retailers face near-term compliance and reputational risk if playbooks lag.

BRAND & COMMUNITY
Momcozy Launches ‘More Than Pumping’ For Breastfeeding Month
Momcozy unveiled a community‑led initiative to amplify trusted voices and expert guidance around breastfeeding. This content‑commerce strategy aims to convert cultural attention into loyalty and sales by reducing friction and building trust. Affected: brand and community teams planning cause‑aligned campaigns and retail partners seeking conversion lifts from authority signals.

MARKETPLACE STRATEGY
The Midwife In Vienna Set To Bring Beloved Maternity And Baby Wellness Products To Walmart.com
European midwife-founded label The Midwife in Vienna is entering the U.S. via Walmart.com with organic teas, oils, and bath soaks. The play leverages marketplace demand for clean, minimalist maternal care to build brand awareness before broader retail expansion. U.S. natural/organic competitors should watch share shifts on Walmart search, retail media auctions, and registry lists.

⚡QUICK READS

Stork Exchange Partners With Ubbi To Launch Exclusive Baby Gear Bundles: Deeply discounted bundles (up to 50% off MSRP) point to gifting-led merchandising and AOV gains ahead of registry season.(More)

Gentle Two-in-One Baby Shampoo & Body Wash Launches: A new baby two-in-one shampoo and body wash offers mild, tear-free cleansing for both hair and skin, appealing to parents seeking convenience and gentle formulas.(More)

Sebamed’s New Campaign Brings The Womb’s Comfort To Baby Skincare: India-focused creative leans into sensory comfort cues—useful signal for emotion-first messaging tests in infant care.(More)

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