ABOUT

Whilst I was at Sebastian Conran Associates, we redesigned the Anywayup cup.

The Anywayup cup Mk 2 is a totally non-spill trainer cup. This unique function is achieved by the patented addition of a simple valve conceived by Mandy Haberman. The first few sucks activate the valve; thereafter, it automatically seals between sips and is completely drip-proof, even if vigorously shaken or dropped.

A Millennium Product, it revolutionised the baby-cup market world wide, selling over 3.4 million units in 1999 (excluding licensed products by other manufacturers) and achieved a 33% domestic market share within 2 years of its launch, outselling the Mk 1 by over 3000%. Instrumental to this was the use of colour, translucency and surface texture that reflected the fashions found in homewares to disrupt a previously conservative market.

Soon after a new model was introduced, the Anywayup Smile cup. The use of innovative ‘arms’ rather than closed handles offer greater ergonomic variety to help the child progress more easily from bottle to cup.

In addition to the range of cups and breakers, a range of table top products were also developed.