About the Company
Simply Works is a New Zealand incorporated company established in 2015, as the result of two parents who were unhappy with the different “off-the-shelf” versions of infant formula storage and dispenser.
Like most middle-class working parents, time is a scarce commodity as they juggled full-time working careers and being caregivers to their young son. Yet having a child does not mean lifestyles have to change. In fact, they could not wait to show their son what a beautiful world we live in.
Most infants would require a feed every 3 to 4 hours. As such, a camping trip or short getaway over the weekend would often mean lugging a half opened tin of milk formula and a couple of formula dispensers in the nappy bag. The dispensers tend to be bulky, trap moisture, and have hard to reach areas (meaning they are difficult to clean and pose hygiene risks).
The cumulative frustrations with the dispensers grew with each outing, be it to the mall, long weekend trip and even on long-haul international flights (made worse in part as most airport security would not allow caregivers to bring an opened tin of infant formula on-board).
After a few discussions – at times heated – where they lamented over existing products, one of them suggested to the other that they should do something about it instead of complaining (our light-bulb moment!). By this time they were only too familiar with what an infant formula dispenser should do. What’s more, other caregivers in their coffee groups and parents belonging to their same social circles also experienced the same frustrations. This was an opportunity to support other parents, and in the process set up a social enterprise.
Soon, Simply Works was born. It was not without its challenges though. However after two years of design and prototype testing, PACK is now the first product designed and developed in-house for all parents and caregivers alike. True to their origins, the company’s motto was formed – “For Parents; By Parents”.