In the Beginning…

Wean Meister History – From 2010 – 2017

My baby is nearly 7 years old… Where does the time go!!

With the re-launch of Wean Meister in 2017 we wanted to honor and recognise everything that it took to get us where we are today.  So this big ol’ post is all about our growth journey.
Upon reading, I hope you will discover (as I am learning along the way) that anything is possible over time… with love and dedication… but you might already know that ;o)

Wean Meister had humble beginnings indeed… With a tiny budget on a credit card and a leap of faith!

You see back in 2009 when I was experiencing the wonderful world of weaning for the first time, there was no such thing as a silicone tray for freezing home-made baby food in the Australian baby market.

I was getting a bit of a kick out of preparing nutritious home-made baby food for my babe.  But what irritated me was banging ice-cube trays on the side until they either all fell out at once, or else the tray snapped and I nearly lost a finger – maybe you can relate??


So I had my light bulb moment and the seed of Freezer Pods began to grow.


Freezer Pod

My first born Aria – with our Freezer Pods concept in 2010.

I LOVED motherhood and wanted to find a way to work from home so I could always be there for my family.  But baby brain is REAL!  So my first year of planning the business was ideal for my mind and my motivation to become a business owner soared.
Although at that stage all I ever wanted was to create a product that solved an everyday problem, so I could sell it on eBay.

I learnt a lot about business in that first year and a lot about manufacturing.
When I started talking to Mum’s about my idea I realised the product had amazing potential.  I decided to develop a brand and a website to do this properly!
But my budget for all this was nearly non-existent – “who cares – where there’s a will there’s a way…”

Luckily for Wean Meister, my partner is an I.T. guy.
He had never actually built a website before… he didn’t let a little thing like that stop him!

So Wean Meister was born from self-taught graphic design skills and a regular old 2009 style ‘nothing special’ camera.

Humble I tell you… But the product seemed to sell itself!

Wean Meister’s first logo in 2010


My garage was the warehouse.  I would hand wrap the orders in brown paper and me and baby Aria would head down to the local post office every day to dispatch our orders.
My customers must have sensed the ‘early stageness’ of the brand because they were always so open with me. I regularly received emails of thanks and gratitude for the Freezer Pods, which I thought was incredibly kind of them and very motivating!



Gives me a bit of a buzz just reminiscing about all that!



A year or so later I invested all my profits into a re-brand.  I wanted to do the Freezer Pods justice and give them the high quality image they deserved.


I worked with professional designers and photographers – very fancy!


I also developed 2 new products – The AdoraBowls and Easy Rinse bibs (1st edition).


Then I was blessed with my second beautiful daughter! At around the same time in 2012 the business got to crazy busy level.  The whole thing is a bit of a blur if I’m honest.  I think that will be for another blog post…

But I hung on for dear life and I’m so glad I did.


I was glad I’d built a nice strong foundation for the new brand because the products continued to sell themselves.


And I continued to do it all… around the kids, in-between the dancing and the swimming and the play dates.


Upon reflection I might say they were the hardest and greatest years??


Slowly I outsourced what I could.  I got a warehouse and a warehouse manager!!


But life moves on and so did we… To Dublin, Ireland in fact!
We wanted to have lots of lovely family time and we wanted the kids to have proper relationships with their Nanny’s Grandad’s, Aunties, Uncles and Cousins in England and Ireland.  So we went for a year!

I barely knew myself at first… all that family support. And TIME because both kids were in school over there.

It gave me a chance to truly relax and unwind.

I got massively into yoga, which I had been dabbling in for the previous couple of years.

As for Wean Meister… It was the perfect time to reflect on where to take it next.
I had collected plenty of product ideas – but lacked the time and inclination in the past to really get them off the ground.

What I discovered was I needed to re-connect with Wean Meister.  I was clearly long past the weaning phase.

Through my daily yoga everything suddenly became crystal clear.
Wean Meister is about more than just weaning… it’s about a love of motherhood and a love of life!!
I was flooded with ideas.  And as they say history has a habit of repeating itself.  So next of all came a strong desire for a re-brand!  I know my customers and I know myself so this time, Wean Meister is getting a little bit personal.
Like everything, Wean Meister needs love and passion in order to thrive.  So that’s what it has got!


We have developed the new Sippy Skillz and Scoopsy Plate and we have other new products in development.

Alongside that I have changed my job title from Director – to Creative Director and I am truly inspired to bring a little vibrancy and creativity into the baby feeding market.


I can only imagine where we’ll be in the next 5 years.  But one thing that I know for sure… we’ll be bringing more good things to more good people.


Thank you to my customers for their ongoing support.  We don’t take anything for granted.

Sarah xx.