720794ABC (Advanced Breast milk Collection)ClosedGRD Development of PrototypeInnovate UKThe World Health Organisation (WHO) states babies should exclusively drink breast milk for first 6 months and into toddlerhood for best immunological protection. However, while 81% of UK mothers initiate breastfeeding, over 30% experience challenges in early stages, and less than 25% exclusively breastfeed after 6 weeks. Breastfeeding is challenging for working mothers, and low-income women are the least likely to breastfeed. 21% of mothers buy breast pumps, but pump use can be difficult to sustain and less than 1% of mothers exclusively breastfeed at 6 months. This makes the UK one of the lowest breastfeeding nations. NHS hospitals seek to support breastfeeding, as increased breastfeeding could save the NHS £40m per year from reduced breast cancer and baby illnesses, including 73% decrease of sudden infant death syndrome. Current breast milk pumps, however, have many drawbacks. Manual pumps are quiet but slow and exhausting, as mothers may need to pump for 30 minutes, up to 12 times per day. Both hands are recommend, so it is hard to pump both breasts simultaneously. Electric pumps (56% of market), require mains or batteries, are poorly portable, noisy and often require an uncomfortable forward-leaning position, leaving some mothers feeling “like a cow being milked.” The detriments of insufficient breastfeeding, for mothers, babies and the NHS, are considerable (BMJ, 2015). Clifson has proven the concept of an innovative, portable, non-electric, quiet dual breast pump, called “ABC” (Advanced Breastmilk Collection). ABC uses sophisticated pumping mechanisms and valve technology to replicate a baby’s natural feeding pattern, allowing mothers to easily and comfortably express milk in any location (work, on the go, etc) through a simple rocking motion. Feedback from initial trials of ABC, with mothers over a 6 month period, reports 63% would continue breastfeeding with ABC, as the rocking motion soothes the baby and pumping is easy, comfortable and effectiv