doddl makes smart products that help make mealtimes easier and more enjoyable for parents with young children. Doddl cutlery and plates are ergonomically designed to help teach little hands, making learning to eat successfully simple.
How did the idea for the company come about?
It was September 2013, and I was dealing with another messy meal with my three kids. With pasta rolls flying everywhere and my kids trying to eat with the standard plastic forks we gave them, my daughter accidentally broke the handle of her fork.
After a moment of silence, she then began to eat her food much more easily with the tip of the utensil broken and stubby. At that moment I knew I had come up with an idea that could improve an area of daily stress for parents: mealtime. The products that were on the market, that we as parents have been offering our children for decades were not fit for purpose.
This was the reason so many parents experienced stressful, messy and difficult meals – because the cutlery was simply not designed for a child. The category needed innovation, so the idea of doddl was born, creating cutlery specifically for young children.
How has the company evolved in the last two years?
As a company, we are focused on growth. Despite the challenges that recent years have thrown at all of us, it is still at the heart of our strategy. As a ‘must-have’ item within a growing category, we are well positioned to weather many of the storms and capitalize on opportunities when they arise.
Over the past two years, we have further expanded into key markets including Japan, Taiwan and the Middle East, as well as developing new retail partnerships with brands such as Boots, JoJo Maman Bebé, Mothercare & Next. We’ve also evolved the brand’s appearance and tone of voice, as well as increasing our innovative product offering, with new products in development this year.
What can we expect from doddl in the future?
More of the same, but on a larger scale. More innovative products that help solve the problems that parents face. Greater visibility and brand recognition. Availability in more international markets and on a wider range of retail platforms.
