Innovation from Denmark: Caramma's baby bottle gains a foothold in Europe

50 percent of all women experience problems with breastfeeding. When co-designers Monika Havnø and Rie Maktabi asked health experts for solutions to the problem, the answer was that there were no recommendations. This became the starting point for Caramma's feeding bottle, which mimics the female breast and provides a new approach to bottle feeding. A product that has achieved international recognition from, among others, the design industry.

When the founders of Caramma, Monika Havnø and Rie Maktabi, worked for a period of time designing a maternity ward in a hospital, they discovered how big a problem breastfeeding can be for new parents.

Although 98 percent of all women want to breastfeed, half experience problems with breastfeeding. As a result, only 10 percent breastfeed exclusively for the recommended six months.

- It was actually a huge empathy for this problem that was the reason we started. We saw how many people were hospitalized with breastfeeding problems, and we thought that it couldn't be right that there wasn't a solution for this, says Monika Havnø about how the idea for Caramma came about.

A soda bottle became the beginning of a patent

The idea to make a difference for women and parents with breastfeeding problems was there, but the solution did not yet exist.

In collaboration with more than 100 parents and health experts, it became clear to Monika Havnø and Rie Maktabi the challenges traditional baby bottles often create. This applies to fast milk flow, concerns about microplastics and a feeling of less closeness compared to natural breastfeeding.

With the first Innobooster investment from Innovation Fund Denmark, the entrepreneurs therefore set about developing prototypes of a baby bottle that more closely mimics the female breast.

It took many attempts to find the right solution, but one night the pieces suddenly fell into place.

- I woke up in the middle of the night, ran downstairs and sawed a soda bottle, attached a balloon with a glue gun, and then the idea was there. The next day we presented it to the engineers, who said we should patent it, says Monika Havnø.

This was the beginning of the development of Caramma's Support bottle, which has since been granted a double patent for its technology. The bottle is round like a breast, airless and equipped with a valve that allows it to be used in natural breastfeeding positions, where the baby can control the pace.

From prototype to market

After several years of development and testing of the baby bottle, the entrepreneurs had a CVR number and a finished product ready for the market in 2024. The road to this has stretched over several years, during which Caramma has received a total of three investments from Innovation Fund Denmark.

The launch of the product was followed by a Danish Design Award and mention in Go' Morgen Danmark, which helped to create awareness about the product.

According to Monika Havnø, interest then grew through recommendations from parents and health experts who shared their experiences with the baby bottle. This helped open the door to retail, among other things.

- We bootstrapped 100 percent, so we had no money for marketing, but we still managed to get sales up and get into, among other things, Magasin and some good baby stores, she says.

Today, the focus is on scaling the company. Caramma is already present in several European markets and is experiencing particular demand in Germany, the Nordic countries, the Netherlands and France. The next step is therefore to strengthen the presence and work more targetedly with the individual markets.

International recognition

The scaling in Europe is happening at the same time that Caramma is experiencing recognition from, among other things, the design world.

Caramma's baby bottle has recently received the Red Dot award: “Best of the Best” in the Innovative Design category. It is the highest international design award.

The award is typically given to solutions within technology, mobility and design, and it is therefore special that a baby bottle receives the award. The reason for the award is that Caramma's baby bottle combines functionality with a design that focuses on the relationship between child and caregiver.

More than just a baby bottle

For Monika Havnø and Rie Maktabi, the ambitions for Caramma also extend beyond the product itself.

- We don't see it as a solution that ends with a baby bottle. For us, it's also about an area that is not sufficiently illuminated, and how many parents lack something to reflect on, says Monika Havnø.

Since the launch, they have therefore continued to collaborate with both parents and healthcare professionals. Through a podcast, among other things, they share experiences from families and focus on the challenges that can come with breastfeeding and bottle feeding. At the same time, they are working to establish research on both the baby bottle and the area as a whole.

- My dream is that the baby bottle emoji in the future will depict a round bottle, says Monika Havnø about the ambition to change the way we think about bottle feeding.

Caramma's work has already left its mark on history. Among other things, the company's development material has been included in the Danish National Art Collection as part of a broader narrative about societal development.

Facts about Caramma

• Founded by Monika Havnø and Rie Maktabi in 2024

• Developed in collaboration with 100+ parents and healthcare experts

• The baby bottle has a double patent, which applies to both the valve and the bottle design.

• Winner of the Danish Design Award 2024 and Red Dot: “Best of the Best” in 2026

• Sold in several European markets, including Germany, the Nordics, the Netherlands and France

• Investments from Innovation Fund Denmark:

• Innobooster (2020): DKK 167,850.

• Innofounder (2022): DKK 760,000.

• Innobooster (2024): DKK 672,525.