About

Our Story

Tidy Tot was born at a kitchen table, fueled by the messy, joyful, and often overwhelming reality of parenting. Founded by mum-of-three Jen Unsworth, the brand was created to solve a universal problem: how to encourage a baby’s natural urge to explore food without the stress of a twenty-minute cleanup.

What started with a handmade prototype of the now-iconic Bib & Tray Kit has grown into a multi-award-winning global brand. Despite the hurdles of building a business while raising a family, Jen’s mission has remained unchanged: to support the next generation of "little explorers" by making mealtimes about memories, not the mess.

Our Mission

We believe that mealtimes are for more than just nutrition; they are for discovery. At Tidy Tot, we advocate for a Sensory-Led approach to weaning. Whether a parent chooses baby-led weaning, spoon-feeding, or a mix of both, our products are designed to create a "safe space" for exploration. By containing the mess, we give parents the peace of mind to sit back and enjoy the milestone, knowing their baby is building the confidence and motor skills they need to become happy, independent eaters.

The Hero Range

The Bib & Tray Kit: Our flagship innovation. It eliminates the gap between baby and highchair, saving parents up to 10 minutes of cleaning per meal and reducing food waste by a massive 75%.

The Dinky Cup: A dentist-approved, self-righting open cup designed to support oral motor development and speech from the very first sip.

Brand Values

Innovation: We create practical, patented solutions for real parenting challenges.

Waste-free Weaning: Our kits save families up to £7 a week by keeping food on the tray and out of the bin.

Empowerment: we reframe "mess" as "learning," encouraging parents to embrace the squish and smear of the weaning journey.

Fast Facts

Founded: 2011 by Jen Unsworth.

Headquarters: UK-based, shipping to parents worldwide.

Awards: Multiple Mother & Baby, Junior Design, and MadeForMums awards.

Key Focus: Sensory development, fine motor skills, and stress-free mealtimes.

Press releases