Necessity is the mother of invention.
We’re mumamoo - we see you and we’re so glad you’re here.
We are Charlotte, Kristina, Belinda & Miriam and with 8 children between us, we decided to create what we couldn’t find for ourselves when we needed it most: a premium product that would not only nourish and feed your baby with quality, locally sourced ingredients - but one that would support your feeding journey too.
We are mission driven to help other parents and caregivers feel supported through their feeding journey without judgement. Through sleepless nights and CMPI, over-supply and tongue-tie - we’ve been exclusive, expressed, engorged and empty. We’ve been right where you are today and understand the overwhelm and emotion when it comes to choosing a formula. We know firsthand that no feeding story is the same, and our purpose is to support you and your feeding choices on the mother of all journeys.
Changing the conversation around feeding
Grounded by our own personal lived experiences and fuelled by our belief in maternal autonomy, we launched our Feed Fearlessly® series because so much of the emotional experience of feeding is hidden away. The grief when it doesn't go to plan. The self-doubt. The shame and stigma that goes with formula feeding.
We aim to honour all feeding journeys by rejecting the binary idea that there is only a 'right' way and a 'wrong' way to feed your baby.
As we build on our Feed Fearlessly® series, we aim to reframe the conversation around feeding by giving visibility and a voice that sees you, supports your choices and is loudly advocating for your right to feed your way.
We partner with changemakers in the parenthood space and share our stories so others feel less alone in theirs.
If you have a story to share, please email our Feed Fearlessly team we would love to hear from you ♡
Premium & Local
Our labour of love - of everything we wished we had access to for our own babies has been proudly milked, made & manufactured in Australia since 2021. And while there is no perfect formula for a good parenting, we know what makes mumamoo great:
Premium ingredients, locally sourced, thoughtfully created, scientifically grounded. Formulated to the highest FSANZ standards and backed by nutritional science. Each tin is proudly Developed by Science, Backed by Mums®
To Feed Fearlessly® is our heartbeat, and to empower you to feed your way is our business.
Here to help you Feed Fearlessly®
We’re here if you need us and it would be our absolute privilege to be part of your feeding story too.
Read on for our founders' feeding journeys - they’re all different, just like real life. And just like real life, all feeding journeys are worthy of support - no matter how you feed your baby. This is how we got here, and this is why we’re here for you now.
While we are holding space for you, we are also purposefully creating meaningful change by driving important conversations that aim to reduce the stigma around formula feeding and advocating loudly for parents to make informed choices that lead to a more empowered parenting journey.
Our Feeding Journeys
We feel it’s important to share how we got here - and that starts with our own feeding journeys. These are stories of heart kids, allergies, a whole lot of pumping and GIANT babies.
Each path was different, but they all led us to the same place: wanting better options for families like ours.
So, without further ado, let’s talk about the “F” word: formula.
