doddl makes clever products that help make mealtimes easier and more enjoyable for parents with young children. doddl cutlery and plates are ergonomically designed to help teach little hands, making learning to eat successfully simple.
How did you come up with the idea for the company?
It was September 2013, and I was tackling another messy mealtime with my 3 toddlers. With pasta twirls flying everywhere, and my kids trying to eat with the standard plastic forks we had given them, my daughter accidentally broke the handle off her fork.
After a moment of silence, she then proceeded to eat her food much more easily with the broken-off, stubby utensil end. In that moment I knew I had hit upon an idea that could improve one area of daily stress for parents: Mealtimes. The products that were on the market, that we as parents, had offered to our children for decades were not fit for purpose.
This was the reason that so many parents experienced stressful, messy and difficult mealtimes – because the cutlery was simply not designed for a child. The category needed innovation, so the idea for doddl was born, create cutlery specifically for young children.
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How has the company evolved over the last couple of years?
As a business, we’re focused on growth. Despite the challenges the last few years have thrown at all of us, it is still at the core of our strategy. As a ‘must have’ item within a growing category we’re well positioned to ride many of the storms and capitalise on opportunities when they arise.
In the past couple of years, we have expanded further in key markets including Japan, Taiwan and the Middle East as well as developing new retail partnerships with brands such as Boots, JoJo Maman Bebé, Mothercare & Next. We’ve also evolved the brand look and feel and tone of voice as well as adding to our innovative product offering, with new products in development this year.
What can we hope to see from doddl in the future?
More of the same, but on a bigger scale. More innovative products that help solve the problems parents face. Greater brand visibility and recognition. Availability in more international markets and across a wider range of retail platforms.