Silver Cross Mealtime Set
We developed a feeding set for toddlers with trusted British brand, Silver Cross, which has been successfully launched and sells globally. Find out how we designed a silicone product range, compliant across all markets, to fit seamlessly within the brand’s wider collection, complementing their existing highchair design and colour tones.
Background
We worked with trusted British brand Silver Cross to develop a feeding set for toddlers, which included an innovative and exclusive beaker. Silver Cross craft prams, nursery furniture, babywear and car seats. They are renowned as a premium and highly sought-after brand, which we had to consider throughout the project.
We worked from a client brief from Silver Cross Design Director Phil Taylor and CEO Nick Paxton. The feeding set needed to be specifically designed to sit seamlessly within the brand’s collection and complement their existing highchair design and colour tones.
Requirements
We used the highest-grade silicone to develop a toddler mealtime set for Silver Cross, which would be sold at high volumes globally. The product is aimed at toddlers and had to be globally compliant with key markets across the UK, Europe, the USA and Asia.
It was important that the product reflected the high quality for which Silver Cross are known. We also had to ensure we used colours that were within the Silver Cross brand guidelines in order to maintain a cohesive brand identity.
What we did
Throughout the project, we worked closely with the Design Quality Control and Marketing teams at Silver Cross in order to understand the requirements for product compliance. We carried out factory research to strengthen our understanding and appointed a manufacturer who we worked alongside to develop and tool the product, all while keeping quality in mind. In addition, we developed consistent retail packaging for the set, as well as an instruction leaflet and pricing.
One of the key challenges was creating a silicone product that would be compliant across all markets, as the compliance requirement by country varies significantly. We had to change raw materials several times to achieve this goal. This resulted in a saving of both cost, time and money tied up in stock for the client, as opposed to having multiple product specifications for each territory.
The finalised mealtime set is Scandi-inspired with a muted, luxurious finish. It is crafted from food-safe BPA-free Silicone and is microwave and dishwasher-proof. The set includes a no-spill beaker, a non-slip bowl, two easy-grip spoons and a catch-all bib.
Results
Working within a 12-month time frame, we successfully delivered the product on time. The mealtime set has been successfully launched globally. Is now into its second year after selling through several thousand units during its first 12 months on the market. It’s a popular addition to the Silver Cross range and generates strong volumes. Thanks to high sales, the mealtime set will continue to evolve with a new colour option launching in 2023.
As a result of this project, we also created a ‘snack pot and beaker set’ which is included in the packaging for parents purchasing Silver Cross Dune and Reef travel systems.
“Silver Cross has completed multiple projects with Plan A Product Development Ltd and I can highly recommend their management, development and commerciality. In a time when communication with the Far East has been pressurised during Covid, Scott and his team expertly navigated some difficult challenges, and as a result we continue to engage Plan A on development projects.”
— Nick Paxton, CEO, Silver Cross
More projects
We’ve been lucky enough to work with some of the best brands on the high street, helping develop their ideas into great products.
Dingle Dangle
A unique 3-in-1 sensory play set for babies created with the co-founders of a new brand.
Baby DC
A new collection of baby products for the UK and Canadian markets.
Talk to us
Whether you’re at the start of your product development journey or stuck at a hurdle, we’re here to help you progress.
