The Babyexpert Weaning Village offers a comprehensive overview of all aspects of weaning, expert support, information and community forums for parents to interact and share their experiences. Created first and foremost for mobile users, the design reflects the fact that growing numbers of parents are accessing websites via their handsets.
Babyexpert Weaning Village is a comprehensive guide to introducing babies to the world of food: with feeding advice; a step by step guide to starting babies on solids, including how and when to start and, most importantly, what to eat; plus guidance on the different weaning methods. There’s also, says Immediate Media, a wealth of practical expert advice from the best highchairs and weaning products, to answers to parents’ weaning problems, plus the best posts from the Babyexpert forums from other weaning parents.
Susie Boone, Immediate Media Co’s Parenting Portfolio Editorial Director, says: “Starting weaning can be one of the most daunting challenges for new parents, the Babyexpert Weaning Village aims to make life easier with a complete overview of weaning options and support from experts and other parents. The Weaning Village is a fantastic addition to the portfolio of digital weaning content we have developed in association with Heinz Baby to create a truly comprehensive guide to feeding for new parents.”
The Weaning Village is also a community space for parents to share their tips, successes and worries on the Weaning Village forums. Age appropriate threads ensure parents can share their experiences through each stage of their child’s feeding development, from first purees through to the introduction of solid foods.
The Babyexpert Weaning Village was developed in-house by the Immediate Digital Development team as a device responsive site, automatically detecting what device the user is using and adjusts both the navigation and screen size appropriately for ease of use. This has also been rolled out on the main Babyexpert site ensuring the user experience is optimised to whatever device the site is viewed on.
The development of the Weaning Village is part of the continuing relationship with Immediate’s parenting portfolio (including MadeForMums and Babyexpert), and Heinz Baby to produce engaging and comprehensive feeding information and advice for parents. The on-going relationship, established in 2010, has seen the development of MadeForMums Feeding Channel; targeted Feeding emails guiding parents through their child’s weaning journey; and most recently the MadeForMums Weaning app launched earlier this year, offering a week-by-week expert guide to weaning, including 193 healthy weaning recipes and a daily 26 week meal planner.
Virginie Mercier, Marketing Manager at Heinz, adds: “We’re excited to continue extending our relationship with Immediate Media into the Weaning Village. We are committed to helping mums on every step of the weaning journey, and we see this as a great opportunity for mums to learn from each other, whilst it enables us to share our expertise to make the journey as smooth as possible. We feel that across our product range we have offerings which are ideal for each step of the weaning process, and we will be giving a limited number of our key new products to mums to trial, as well as running exciting competitions throughout the year to reward our consumers.”
