hinkbaby™ bottles: safe for babies… safe for the environment. The Cradle caught up with founder Kevin Brodwick:


The Cradle: What was the motivation behind creating thinkbaby bottles?

Kevin: Researchers around the globe have linked commonly used chemicals to myriad startling health effects in laboratory animals. One of the chemicals of particular concern is Bisphenol-A, which is used to produce polycarbonate. Studies have shown that these chemicals have the ability to leach from plastic products such as baby bottles and sports bottles. Moreover, exposures in the womb work through fetal programming, where epigenetic factors control genetic development and the risk of health conditions such as obesity, diabetes, and cancers can be increased.

A baby’s development process works like a well-timed orchestra, with each musician playing an important part in making music from notes on a page. The science is still emerging in this area, but just as removing a musician or playing a note out of order produces different sounds, there are factors (like exposures to toxic chemicals) that can alter how genes are expressed.

With the scientific picture and governmental regulations mounting worldwide, we set out to create a new kind of company - a company that is focused on the development of alternative products, born through the use of the latest scientific tests available.

The Cradle: What makes thinkbaby™ bottles different from other baby bottles?

Kevin: Rather than commenting on another company’s products, I'd like to share the features we incorporated in the design and packaging of our own.

To start, we have specifically formulated our products to be free of toxic chemicals. The net that we cast is far greater than the chemicals that have reached the mainstream media like Bisphenol-A, PVC, lead, phthalates, nitrosamines, and cadmium. thinkbaby™ bottles also feature a simple one piece venting system. The purpose of venting systems is to allow air to continuously fill the bottle to reduce vacuum pressure. As vacuum pressure increases, babies nurse harder, which has been shown to increase risk for middle ear infections, gas, and spit up. This feature has received high marks with customers and independent reviewers.

Simple conveniences like interchangeable system of parts, no spill cap, and ability to go in the dishwasher make thinkbaby™ products economic and very user-friendly, in addition to eco-friendly. Our desire to be a different type of company extends to our packaging, which is made from recycled materials. People sometimes ask why we don't have clear windows into our products. Most of the clear plastic windows we reviewed were made from the same PVC material that we avoid using in our products.

The Cradle: How are thinkbaby™ bottles eco-friendly?

Kevin: Protecting the environment was a large part of my goal in creating thinkbaby™. The toxic chemicals used in many consumer products are not only a concern for those using the product, but for everyone and everything affected throughout the life cycle of that product. During the production, manufacturing, and disposal of products (and the chemicals used to make them) people, wildlife, and the environment can be exposed to harmful levels of hazardous agents. This is how industrial chemicals end up in fish, or even in the air and dust at our kids' daycare centers.

I'd like to think that each of our products contributes to changing these environmental conditions. The decisions we make to not test on animals, and to use materials in our products and packaging that meet strict health, safety, and environmental guidelines become your decision when you purchase them. We want our customers to stand by their decisions because we stand behind ours.

The Cradle: Orange seems to be the color of choice for your bottles and packaging - any reason why?

Kevin: My graphic designer told me that orange was the new black (laughing). The material used has a honey color that is inherent to the type of plastic. This also distinguishes it from polycarbonate. Although the plastic that we use is currently over 10 times more expensive than polycarbonate, we've managed to keep our alternative products affordable so that consumers have a real option.

The Cradle: Tell us a little bit of your background… how did you get involved in the baby business?

Kevin: I had sort of an interesting childhood. My father is a biophysicist and my mother is an Epidemiologist. So to say the least, I spent my youth encouraged to explore my scientific interests. Before I could read, I was learning how to use the microscope in my father's lab and discussing (I'm sure to their amusement) my latest "finds" with prominent scientists.

A few decades later, I found myself leading very different discussions on scientific and technological advancements in boardrooms. I became very involved in the business end of things and blended this expertise with my passion for the sciences in order to pursue opportunities that I felt would use the latest research for the better good. I worked with a scientist who developed a testing protocol for measuring estrogenic activity leaching from consumer products. After leaving the laboratory, I embarked on creating a company focused on baby products. It made sense to start with the baby sector given the prevalence of polycarbonate based baby bottles, which contain Bisphenol-A.

The Cradle: How eco-friendly are you at home?

Kevin: I'm actually extremely eco-friendly at home, but that is mostly because I spend so little time there. Between work and staying active, I'm not at home long enough to use much electricity or create waste. Instead I frequent places that purchase clean energy like Whole Foods, and eat at restaurants that not only create minimal waste, but also make delicious food. So, I can't say that I'm a "Bill McDonough."

I believe people want to do the right thing for the environment and for their health. But there is a lot of confusion on "how." Given the pace of today's society, I think the majority of people would prefer to be handed a kit on how to be health conscious and chemically conscious. If you look at the success of Whole Foods' business, I think you'll understand my point. When consumers march into Whole Foods they pretty much outsource their brains. They know that the products that they purchase, or eat there in my case, have passed an extensive set of guidelines established by the Whole Foods' Quality and Standards division. Further, organizations like Healthy Child Healthy World are successful because they present clear, easy-to-follow steps for safeguarding your house - and they recommend products, as well. There are consumers who wish to become experts in the products they consume. My advice is to utilize multiple sources before you draw conclusions. And equally important - be sure to understand the motivation behind the science or information being shared.

The Cradle: What's next on the horizon for your company?

Kevin: We have simultaneously launched thinksport™, which is an alternative to polycarbonate based sports bottles. We are very excited about this line of stainless steel sports bottles. The response has been fantastic, and it started with parents asking, "What about me?" Besides following the same standards created for thinkbaby™, we have designed a product that is highly functional and aesthetically pleasing.