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Mimijumi is a design and innovation driven company that specializes in providing simple, safe and natural products for modern families. It was founded in January 2008 by two psychiatrists and an industrial designer. Mimijumi products are specially created for infants and parents, creating the most natural experience. This design is based on the psychodynamics of feeding/soothing items as transitional items. The benefits of breastfeeding are well known, but breastfeeding is not always feasible in today's society. The first product "Hunger Bottle", created with the input of designers, mothers, nurses, doctors and lactation experts, is considered to be a natural, modern and fashionable supplement to breastfeeding.