Medela’s Announces Celebrity backed Smartest Flexible Breast Pump And #PumpedforLife Campaign

Yummy Mummies’ star Lorinska Merrington, as well as dual-sports star and AFLW 2019 finest footballer Erin Phillips and her wife Tracy, will today launch Medela’s first flexible, app-connected double breast pump – the Freestyle Flex.

Developed by Australia’s most-trusted hospital breast-pump innovator, Medela, the Freestyle Flex aims to help mums have the flexibility to pump anywhere, anytime, for 11 per cent more milk.

The pump can be shaped to fit all mums’ natural breast shapes, and is compact, lightweight, quiet and USB-rechargeable so mums can express anywhere, anytime.

And as a double pump, Freestyle Flex halves the time required to express compared to a single pump.

It’s also connected to the MyMedela app, enabling mums to track every pumping session, access expert tips and be part of a community of over 12,000 mums.

Lorinska, Erin and Tracy are also calling on mums to join them in sharing their breastfeeding journeys via social media as part of Medela’s ‘#PumpedforLife’ campaign, to celebrate the uniqueness of every mum’s breastfeeding journey.

It comes as a new Medela survey found a portion of Australian mums still experienced challenges with breastfeeding and breast pumping including:

• Half of mums surveyed said they felt ‘confused and overwhelmed’ during their breastfeeding journey.

• More than a third felt ‘judged or criticised’, and around one in four felt ‘ashamed, embarrassed or awkward’ at times.

• More than half who used a breast pump said they ‘felt frustrated with the time it takes to pump’, one third had problems ‘not expressing from every milk duct’ and almost one in five said they had problems ‘fitting the pump completely over their breast’.

• Around 40 percent were ‘unsure if they were producing enough milk’.

• Almost half turned to support via online platforms like Facebook groups.

Why Lorinska is proud to be a Medela Freestyle Flex and #PumpedforLife ambassador:

Yummy Mummies star and entrepreneur Lorinska said she was honoured to be an ambassador for Medela’s state-of-the-art Freestyle Flex breast pump and its #PumpedforLife campaign.

Lorinska commented: “I know firsthand breastfeeding isn’t always easy – but what’s important is ensuring every mum feels informed and supported about where and how they feed their baby.

“Everyone’s breastfeeding journey is different and Medela’s Freestyle Flex and the #PumpedforLife social campaign is all about celebrating this.

“I’ve been proudly using Medela’s breast pumps to give me the flexibility to run my business, while ensuring I can continue to breastfeed my beautiful babies – both of which were important to me.”

Lorinska added: “Now Freestyle Flex™ means I can express even more comfortably, quickly, quietly, anytime, anywhere. “#Pumpedforlife is about getting mums to join me in sharing and celebrating the realities of every mother’s journey with feeding their baby.

“The perfectly, imperfect experiences – because we’re all in it together.”

Sporting stars Erin Phillips and wife Tracy share why they’re proud champions of Freestyle Flex  and #PumpedforLife:

AFLW star Erin Phillips who has three children with her wife Tracy said breast pumping gave her the opportunity to also be part of feeding her three babies.

“Tracy and I are so proud to help launch Medela’s Freestyle Flex.

“For us, it’s meant Tracy can express so much more comfortably and quickly, anytime, anywhere, and gives me the opportunity to be part of the beautiful and incredible experience of breastfeeding.

“We know every mother’s experience breastfeeding is unique and different.

“We’d love to see and hear mum’s proudly sharing their breastfeeding and pumping journeys – and how you live fully and flexibly while breastfeeding – in whatever ways work for you.”

Erin continued: “Whether it’s playing sport, heading back to work, date nights out, or having others be involved in the feeding – it’s about continuing to normalise breastfeeding and breast pumping and how diverse it is for every mum.”

Medela head of APAC cluster, and managing director for AUNZ, Jarrod Percy said: “We’re proud to have worked with scientists and mothers in designing our most-advanced pump yet.

“The Freestyle Flex is aimed to fit into every mum’s life – giving mums even more freedom to express anytime, anywhere.”

Medela education manager and lactation consultant, Kristy Newnham said: “breasts are like fingerprints, coming in all shapes and sizes.

“So, it’s wonderful we’re moving on from the non-existent, ‘perfect’ round pump shield that’s been around for decades – and created a pump with a shield that’s shaped for every mum’s natural breast shape – for more comfort, and less compression.”

Newnham added: “Medela is proud to support all breastfeeding journeys, and we know it isn’t always easy. Sometimes when mums share their struggles and triumphs with other mums, it creates an environment where mums feel more informed, and less judged.

“And we know social media is a powerful source of support for many mums – and it’s the reason Medela’s launching the #Pumpedforlife campaign.

“It’s about making sure every mother feels informed, confident and supported – and continue to normalise breastfeeding.”

Mothers across Australia are encouraged to share how they live fully and flexibly, tagging the hashtag #PumpedforLife, as well as @Medelaau.

The top 20 most compelling posts will also win a VIP breakfast experience with Lorinska at the Pregnancy Babies and Children’s Expo in Melbourne on 18 October at 9am – as well as the chance to win Freestyle Flex breast pump packs and an additional gift, valued at over $600.

Freestyle Flex will launch 1 October 2019 in Baby Bunting stores and online via Medelastore.com.au for $549.95.