Willow Innovations Breastfeeding Products Launch Nationwide at Target Stores

Whether a postpartum guest needs help sizing pump flanges before leaving the store or wants a milk cooler that stays cold through a full workday, the baby aisle just got a meaningful upgrade. Willow Innovations brought seven new breastfeeding essentials to Target stores nationwide and Target.com on March 24, and the assortment runs wider than a single product type: it covers fit, feeding comfort, milk capture, and cold storage in one coordinated rollout.

The standout piece for guest conversations is likely the Willow Breast Milk Storage Bags with SmartStash technology, which places a scannable code on each individual bag so parents can track their entire milk supply in the fridge and freezer directly through the Willow app. The Breast Milk Cooler, now redesigned and patent-pending, comes in 16 oz. and 25 oz. sizes with two cooling methods, ice cubes or an ice pack, and keeps milk safely stored for up to 24 hours. The Willow Wave 2-in-1 Double Wearable Manual Pump is the first double manual pump with an ergonomic handle that also converts for use with a traditional electric pump; it requires no charging and is currently available at Target.com rather than on store shelves, so BOPIS and same-day delivery teammates should verify fulfillment separately.

The remaining new SKUs round out fit and care: a Breast Pump Sizing Kit with five flange insert sets compatible with nearly any pump brand and a complimentary one-on-one session with a Willow Sizing Specialist, a Breastfeeding Care Kit bundled with a virtual appointment with an International Board Certified Lactation Consultant and a free digital feeding course, and Breast Milk Bag Flatteners for freezer organization. Willow first entered Target in 2023 with the Willow Go wearable pump and a starter set of accessories, meaning the Hot and Cold Breast Therapy Packs and Cooling Gel Nipple Pads already have a shelf footprint teams can reference for planogram context.

"The early days of breastfeeding can be very overwhelming, and complicated, ineffective tools that don't fit into women's real lives make the journey unnecessarily harder," said Lauren Scocozza, Willow's Vice President of Product.

For store teams, the immediate tasks are the same as any new baby-category vendor drop: check inbound SKUs against the overnight manifest, run price checks on first-day arrivals, and confirm UPCs scan correctly at POS. Baby-aisle gondolas and endcaps are the logical placement zone, with the online-only Willow Wave excluded from physical planogram counts. Managers should push a short two- or three-bullet product brief to frontline baby, pharmacy, and register teammates before guest volume builds. The four questions most likely to come up are flange sizing, FSA and HSA eligibility, how to set up SmartStash in the Willow app, and the return policy on opened breast care items. Check the weekly Circle and MyTarget communications for any promotional tie-ins before answering pricing questions.

For team members who are currently nursing or recently returned from parental leave: the federal PUMP Act requires your employer to provide both reasonable break time and a private, non-bathroom space for expressing milk. To request a lactation accommodation or find the designated nursing room at your store, connect with your ETL-HR or HR business partner. If your location is still in the process of adding a dedicated nursing room through Target's store remodel program, HR can identify the nearest compliant private space in the interim. The conversation is a protected one, and store leaders are obligated to engage it seriously.