At Newell Brands, we are focused on evolving our portfolio to better serve the needs of today’s consumers. Over the past several years, NUK® has evolved to reflect that approach, bringing together product innovation, design, and storytelling to support parents and caregivers through every stage of early childhood.

A Brand Built Around Supporting Baby’s Natural Development

NUK was founded over 70 years ago by dentists and invented the modern-day pacifier. Since the brand’s inception, NUK has been developing products in partnership with medical experts and scientists alike to ensure new products are medically sound for children’s development. NUK is now the #1 hospital trusted brand for feeding* and is intentionally engineered to support baby’s natural development from first latch to first sip.

In recent years, NUK has strengthened its role as a trusted brand by focusing on the moments that matter most to families. From early feeding and soothing to independent mealtime moments, the brand has aligned its messaging and innovation strategy around supporting baby’s natural development as they transition from infant bottles to toddler cups and tableware.

Simplifying Feeding with the Perfect Match Collection

A central element of the refresh is the NUK Perfect Match collection, designed to make feeding more natural for babies, and therefore, less stressful for parents. The system combines thoughtfully engineered bottle shapes with soft, flexible nipples and soft spouts that are designed to adapt to a baby’s natural latch.

Features such as super soft silicone nipples, soft spouts & straws, an anti-colic venting system and ergonomic cup handles help support smooth transitions from breast to bottle to cup. By integrating these elements into one cohesive system, NUK helps reduce guesswork, supports consistency across feeding stages, and support baby’s natural development.

The success of Perfect Match has earned NUK accolades including “Best Overall Bottle” in Parents’ Best for Baby Awards and The Bump’s “Best Bottle for Newborns” in its Best of the Bump Awards.

A More Modern and Approachable Expression

The evolution of NUK also includes a refined visual identity and tone. Softer design elements, clearer product communication, and more accessible language create a brand experience that feels both modern and easy to understand. These updates are intended to help parents and caregivers quickly recognize product benefits and feel confident in their decisions.

Strengthening Connection Through Culture and Content

NUK is also expanding how it shows up in culture by partnering with trusted voices and brands. These efforts help the brand connect with families in more meaningful and relevant ways.

Recent collaborations, including their partnership with Ms. Rachel, highlight this approach. As a widely trusted educator and content creator for young children, Ms. Rachel brings a familiar and reassuring presence to parents navigating early development. By working with voices like hers, NUK can meet parents where they are, with guidance and products that feel both credible and approachable.

With recent and upcoming Disney film releases like Lilo & Stitch, Moana, and Disney and Pixar's Toy Story, NUK is joining in the excitement by offering refreshed cups featuring iconic characters from these fan-favorite films.

These partnerships have enabled NUK to become the #1 sippy cup brand in the USA** and drove 100% of the 2025 licensed cups market growth.***

Advancing a More Connected Brand Experience

As part of the Newell Brands portfolio, NUK’s transformation reflects a broader focus on building brands that combine innovation with relevance. By organizing around natural development, milestones, adaptability, and everyday usability, NUK continues to strengthen its role in supporting modern families.

*Based on US industry data

**Numerator, Baby Care, US, L52W ending 11/9/25

***Circana, US, data through February 2026