Lansinoh Acquires Earth Friendly Baby

For 25 years, Lansinoh Laboratories Inc. has been trusted by moms for its Lansinoh brand of breastfeeding accessories that help moms nurture and nourish their babies. The company applies these same tenets to each new brand they bring to market: Give moms and babies products that will keep them happier and healthier from infancy through toddlerhood and beyond.

“Earth Friendly Baby is a natural fit for Lansinoh Laboratories Inc.,” said Kevin Vyse-Peacock, CEO of Lansinoh. “With this new acquisition, we extend the legacy of Lansinoh’s commitment to purity and bring a world-class, award-winning line of natural baby products to families everywhere. With mOmma and now with Earth Friendly Baby, Lansinoh Laboratories Inc. is continuing to give babies a healthy start to life.”

Earth Friendly Baby was first acquired by United Kingdom-based HealthQuest Ltd.in 2004, and established by Ashwin Mehta, managing director of HealthQuest.

Mehta is the driving force behind the company’s four major product lines: Earth Friendly Baby, Earth Friendly Kids®, Pure Adore, and Organic Blue. All of these products minimize the use of synthetic ingredients, do not use artificial coloring or aromas, and do not include animal-derived ingredients. Mr Mehta will remain with the company and continue to develop the brand.

Earth Friendly Baby and other HealthQuest products are distributed primarily in the United Kingdom through Pharmacies such as Boots, Grocery Food Stores such as Sainsbury, and health stores. Earth Friendly Baby is also available in the U.S. through specialty retailers and in several northeast regional Whole Foods Stores.

“Earth Friendly Baby has been HealthQuest’s largest and most recognized product line, representing about 75% of 2010 sales,” said Mehta.