I think most people are not fully appreciating the influence of...

I think most people are not fully appreciating the influence of Jen Hawkins on sales. Most women who go to select their formula for the first time are hardly in the state of mind to read the fine print and spend hours deciding on the perfect formula, In reality they are operating on a few hours sleep, and more than likely the baby is screaming at them while they stare at the array of formula alternatives. In addition, they also feel like they are already failing as a mother as breastfeeding didn’t work out (of course not true, but this is what they feel), and are critically scared they are about to stuff up yet again in this decision. At this crucial moment, only one thought occurs to them, the memory of the perfection that is Jen Hawkins recommending bubs as a trustworthy healthy brand. The deal is sealed in that moment, with only Jen as a reference. And once your baby has accepted a certain formula and is drinking it, it takes a LOT for that mother to consider changing to another brand. That is a new customer for the next 18 months.