New 2007 Limited Edition Pump in Style® Advanced Offers Best-Selling Double-Electric Breastpump in High Fashion Tote


Contacts:                                                       
Carolin Archibald   
Medela, Inc. 
(815) 578-2249
carolin.archibald@medela.com 
                                                                       
 
Katherine Sands (FOR PHOTOS OR INFORMATION)
The Reynolds Communications Group
(312) 541-9300 ext. 107
ksands@reynoldsgroup.com 


February 9, 2007: The 2007 Limited Edition tote boasts polished metal accents, expandable side pockets and helpful interior organizing compartments.  A zippered top provides added security, and for the first time, Medela’s 2007 Limited Edition Pump In Style Advanced offers mom both fashionable carrying handles and a comfortable shoulder strap.  With such a versatile design, mom can use the tote bag as a diaper, work or gym bag long after she has finished pumping.

“Moms told us what they wanted in a breastpump bag — carrying handles to pull it in and out of a car, pockets on the sides for easier access to a water bottle or cell phone and a discrete but chic design,” said Tim Killinger, senior industrial designer at Medela. “We married these practical requirements with the results of our research about the latest fashion projections. By examining fashion forecasters like Vogue, ebags.com, fashion industry Web sites and the pantone color chart, we made sure the 2007 Limited Edition is right up there with the latest handbag trends.”

As with the entire Pump In Style Advanced line, the 2007 Limited Edition contains Medela’s Pump In Style Advanced breastpump that features 2-Phase Expression® technology — a pumping pattern initially developed for hospital-grade breastpumps. 

The pioneering 2-Phase Expression pumping pattern, exclusive to Medela breastpumps, mimics a baby’s natural nursing rhythm by pumping in two distinct phases. During the “Stimulation” phase, the pump mimics a nursing baby’s initial rapid sucking action, leading to the milk ejection reflex (MER) and quickly beginning milk flow, or let-down. 

After two minutes the pump automatically switches to the second phase, called “Expression,” which imitates an infant’s longer feeding cycle where slower, deeper suckling helps to maximize milk flow in a shorter period of time. When used at Maximum Comfort Vacuum™ — the highest vacuum level comfortable for each individual mom — the 2-Phase Expression technology results in more milk in less time, an especially important benefit for today’s busy moms.

The 2007 Limited Edition also contains color-coordinated removable contents: two machine-washable mesh bags, which can be used to hold extra breastshields or to separate clean and dirty parts, and a removable work surface to enable mom to pump in a less-than-optimal location.  It also includes an AC adapter, battery pack and manual pumping option.

An extension of Medela’s Pump In Style Advanced line, which includes the Pump In Style Advanced Backpack, Shoulder Bag and Metro Bag, the 2007 Limited Edition has a suggested retail price of $369.99 and can be purchased at hospital, rental and juvenile specialty stores nationwide where Medela products are sold. 

“With breastfeeding as the nutritional choice of today’s chic new moms, Medela strives to continue to offer both cutting-edge technology and up-to-the-minute style,” said Carolin Archibald, Medela vice president of marketing. “For the working mom or the mom-on-the-go, the 2007 Limited Edition is the perfect breastfeeding accessory to enable her to remain fashionable while she continues to provide her baby the best with breastmilk.”

Medela’s Breastfeeding National Network (BNN) can help mom find a retailer near her or by calling 1-800-TELL YOU.

About Medela
Medela provides the most technologically advanced, superior-quality breastpumps and breastfeeding accessories to nursing mothers around the world. 

A longtime champion of breastfeeding, Medela is the only company in the industry that collaborates with the world’s leading lactation researchers. As a result, Medela’s breastpumps are the number one choice of healthcare professionals and healthcare facilities worldwide, including 80 percent of U.S. hospitals.

Medela has developed an extensive line of products to meet the diverse needs of nursing mothers. These products include hospital-grade, double and single electric and manual breastpumps; breastfeeding accessories such as pump cleaning products, breast care products and specialty feeding devices; and maternity and nursing intimate apparel.  

Founded in 1961 by Olle Larsson in Zug, Switzerland, Medela continues to grow under the ownership of the Larsson family. Medela serves customers through a worldwide network of distribution partners in more than 90 countries and its 12 subsidiaries in the United States, Switzerland, Canada, Germany, Sweden, France, Benelux (Belgium, the Netherlands and Luxembourg), Italy, Japan, Russia, the United Kingdom and Spain.   The company entered the United States more than 25 years ago; its U.S. headquarters are located in McHenry, Illinois.