Bottle Buddy the world's only baby formula dispensing product which accurately counts a pre-set amount of powdered infant into a baby's bottle has been shortlisted for the prestigious Innovation Award at Kind + Jugend 2009.

Alan McElligott's appearance on the BBC's prestigious Dragon's Den programme in July generated a lot of press, orders and product awareness. Jo Jo Maman Bebe has doubled its original order and the company has started taking orders from international buyers, including large orders from Hong Kong and Ireland as well as other UK retailers. Traffic to the website has also increased and consumer pre-orders are growing too with the Bottle Buddy arriving in the UK at the beginning of September.

Bottle Buddy is being launched at a time when recent medical research reported that errors in miscounting scoops of formula when making up a baby's bottle can lead to childhood obesity by overdosing the bottles and undernourishment from bottles that do not have enough formula in them. Using Bottle Buddy to accurately make up a baby's bottle with powdered formula overcomes some of the serious health risks associated with formula feeding.

On average more than 90% of parents bottle feed and they put about 10,000 scoops of infant or follow-on formula into bottles in the first year of a baby's life. That's a lot of time spent scooping and it's easy to miscount the amount of formula you put in the bottle especially when you are holding a crying, hungry baby and trying to make up a bottle at the same time.

Using Bottle Buddy to make up a baby's bottle is convenient, quick and easy to use, it saves time and it ensures that every bottle contains the right amount of formula every time. Bottle Buddy is set to become an indispensible product for parents feeding their babies powdered infant or follow-on formula.