Willow announces new breastfeeding accessories to support postpartum care

On March 24, 2026, Willow Innovations announced a national expansion of breast care and feeding accessories to assist mothers in the postpartum period, according to a news release from the company.

The 7 new breastfeeding accessories, available at Target stores and online, aim to increase the accessibility of modern maternal care products.

The expansion followed the 2023 debut of Willow’s initial accessories line, which was developed to complement the company's wearable breast pump technology. The new retail selection included the Willow Wave 2-in-1 Double Wearable Manual Pump and Collection Cups, a redesigned breast milk cooler, and storage bags integrated with proprietary tracking technology.

The larger move into retail is intended to address challenges that new parents face when navigating the product environment for maternal care. The collection was structured to support the feeding process from colostrum collection through long-term milk storage. By offering these products in a national retail setting, the company sought to meet a growing demand for practical, expert-informed postpartum support.

Technical features of the new collection

The expanded line introduced several specialized kits and individual tools designed for efficiency and comfort:

• Sizing and care kits: A breast pump sizing kit was introduced to help mothers find an optimal flange fit, featuring five insert sets compatible with most pumps. Additionally, a breastfeeding care kit provided supplies for milk collection, along with access to virtual consultations with International Board Certified Lactation Consultants.
• Manual pumping innovation: The Willow Wave 2-in-1 Double Wearable Manual Pump was featured as a discreet, non-electronic option. The device utilized an ergonomic handle and was designed to connect to traditional pumps without requiring a battery or charging.
• Advanced storage solutions: The updated breast milk storage bags featured SmartStash technology. Each bag included a scannable code that allowed parents to track their milk inventory in the fridge or freezer through a mobile application. To further optimize organization, the company released breast milk bag flatteners to maximize freezer space.
• Temperature-controlled accessories: A patent-pending breast milk cooler was redesigned in 16 oz and 25 oz sizes. The cooler was engineered to store milk safely for up to 24 hours using either ice cubes or ice packs.

Support for early postpartum and expectant mothers

The collection also addressed the specific needs of the immediate postpartum period through a colostrum collection kit. Developed in collaboration with lactation consultants, this kit provided expectant mothers at 37 weeks or more, as well as newly postpartum mothers, with the supplies and educational guides necessary to collect and store nutrient-rich early milk.

The new items joined existing Willow products already available at the retailer, such as hot and cold breast therapy packs and cooling gel nipple pads.

Reference:

Willow unveils new breastfeeding solutions and accessories, offering moms care, comfort, and convenient postpartum support. Willow Innovations Inc. Press release. March 24, 2026. Accessed March 24, 2026. https://prnmedia.prnewswire.com/news-releases/willow-unveils-new-breastfeeding-solutions-and-accessories-offering-moms-care-comfort-and-convenient-postpartum-support