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‘Mumtrepreneur’ to pitch baby plate invention on Channel 4’s ‘Buy It Now’

A MUM OF TWO is hoping to secure major retail orders for her weaning invention by appearing on Channel 4’s hit new TV show ‘Buy It Now’

Helen Davies, aged 40 and from St Helens, will be given just 90 seconds to convince at least one member of the studio audience to buy her baby suction plate and placemat.

If she succeeds after the big price reveal, Helen will then present her product to a retail panel in a final bid to secure lucrative bulk orders.

The Merseyside resident’s fate will be revealed when episode 24 airs on Channel 4 at 5.30pm on Thursday, 17 May.

“Parents tell us that they love our EasyMat Mini, which is a best-seller on Amazon UK, but all bets are off when you go on ‘Buy It Now’, as you’re at the mercy of the studio audience!” the ‘mumtrepreneur’ says.

“I practised my pitch for weeks because a big retail order could be potentially life-changing not only for the future of our business, but for us as a family. Brian Conley, who presents the show, was absolutely lovely and really put me at ease, but as soon as the cameras started rolling, my nerves kicked in big time! I’ll be watching the show through my fingers when it airs!”

Helen’s invention is the world’s first compact and foldable suction plate, which is suitable for use at home and when travelling. It was inspired by her youngest daughter Kiera, who had a habit of throwing her plate – and whole meals – on the floor!

“I spotted a gap in the market and I felt determined to create a weaning product that would promote independent feeding,” says Helen.

“Like a lot of parents, we enjoy eating out with our kids in restaurants and on holiday, but we could never find a suitable plate to take with us that was easily portable and that fitted most highchair sizes. The EasyMat Mini feels really liberating, as you can prepare your child’s food in advance and take it out with you thanks to unique features that include a sealed lid, a compact design and a carry case.”

Last year, the EasyMat Mini won a BizzieBaby UK Gold Award, which is determined by outstanding parent reviews. Helen is now in talks with distributors across multiple territories as part of her mission to take her products global.

“Waiting to hear our fate on ‘Buy It Now’ was nail-biting!” she admits. “My partner Lloyd and our girls will be welcoming all our friends and family round to our house to watch the show together, but I’m sworn to absolute secrecy until then!”

To find out more about ‘Buy It Now’, visit

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