Cheeky Chompers secures national listing with LloydsPharmacy

Left to right are Amy Livingstone and Julie Wilson of Cheeky Chompers (by Stewart Attwood)
Left to right are Amy Livingstone and Julie Wilson of Cheeky Chompers (by Stewart Attwood)

Cheeky Chompers has secured a listing with LloydsPharmacy in what represents the baby care brand’s first UK-wide pharmacy partnership, with the Cheeky Essentials Neckerchew now available in 444 LloydsPharmacy stores nationwide. 

The Cheeky Essentials Neckerchew is a lower-priced, lighter version of the award-winning Neckerchew product that has proved popular at home and abroad, helping to drive over 1.5 million products sold to date with the UK, China and the US representing the company’s largest markets.  

Cheeky Chompers, who also count John Lewis, JoJo Mama Bebe, The White Company and Nordstrom among its retail customer base, won a Queen’s Award for enterprise in 2018 and last week launched its first crowdfund on Crowdcube which has already raised over 50 per cent of its target amount of £400,000.  The company, founded by Julie Wilson and Amy Livingstone met when they were both on maternity leave with their first children, plans to use the investment to further scale the business through new product development, direct sales growth and increased brand awareness in key markets.

Julie Wilson, founding director of Cheeky Chompers, said: “We’re really pleased to have teamed up with LloydsPharmacy, a trusted brand in the pharmacy market. Our new Essentials Neckerchew is a perfect fit to cater for their customer base. Many parents of teething babies will go to their local pharmacy for a solution. Initial sell through has been fantastic so we look forward to a great partnership going forward.  Our crowdfund is also progressing well in the background with over 50% invested in the first 5 days, the team and I are excited about the next phase of growth for Cheeky Chompers.”

John Acland, head of retail for LloydsPharmacy, said: “We know that parents come into the pharmacy looking for advice and products to help support their children’s teething stage, so we are delighted to offer our customers the Cheeky Chompers Neckerchew.”

Cheeky Chompers products are now sold by over 1500 retailers in 49 countries, with the US, China and the UK representing the company’s largest markets.  The overall global market for baby soothers and teethers forecast to reach nearly $8 billion by 2020.  With over 31 distributors globally, exports by Cheeky Chompers account for approximately 65 per cent of total sales.

In February, Cheeky Chompers revealed it was experiencing a soar in sales in China via the company’s flagship online store on the platform, the world’s largest online e-commerce site; in addition to building a strong presence across China’s other leading retailers with over 250 stores stocking Cheeky Chompers products. 

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