Breastfeeding mothers often face a unique set of challenges—juggling work, childcare, and the demands of expressing, storing, and feeding milk. The process can feel overwhelming, with clunky equipment and inefficient solutions adding to the burden.

Recognising these struggles, Hegen, a Singapore-based mother and baby care brand, was founded to simplify the breastfeeding journey. With a mission to empower mothers and make every drop of milk count, Hegen has redefined baby-feeding solutions through innovative designs and a commitment to quality.

The Innovation

At the heart of Hegen’s success is its innovative approach to solving real-world challenges faced by mothers. Its flagship product, the Hegen Feeding Bottle has a Press-to-Close, Twist-to-Open™ no screw thread closure innovation that allows for one-handed operation, eliminating spills and making feeding seamless.

Beyond design, Hegen has integrated versatility into its products. Each bottle transitions effortlessly from a breast pump attachment to a storage container and finally to a feeding bottle. This multifunctionality minimises the need for multiple products, reducing wastage and simplifying the lives of parents.

Hegen also leverages personalisation and accessibility to enhance its offerings. Services like Hegen By Me allow parents to customise bottles, while the Flegen (formerly known as Hegen Lactation Centre) and Hegen Experiential Centre provide holistic support to breastfeeding mothers.

The Challenge

As Hegen expanded internationally, it encountered significant challenges, including counterfeit products. Copycats replicated Hegen’s designs using substandard materials, compromising safety and posing risks to consumers and their babies.

In one instance, an imitator blatantly infringed on Hegen’s intellectual property (IP) by selling counterfeit products. Despite issuing a cease and desist notice, the counterfeiter persisted, prompting Hegen to escalate the matter to the police. This led to the seizure of counterfeit bottles and a hefty fine.

Hegen also faced trade mark squatting, where individuals registered identical or similar trade marks to block Hegen from entering the market or demand exorbitant fees for returning the trade marks. Some of these trade mark squatters went as far as to apply for intentional misspellings of Hegen’s trade marks or phonetically similar variations. This tactic extended beyond trade marks to other forms of IP, such as designs, where counterfeiters strategically registered designs that closely resembled Hegen’s while avoiding exact replication to complicate enforcement. These challenges underscore the need for a robust IP strategy—like Hegen’s—to safeguard both brand integrity and customer trust

The Solution

To address these challenges, Hegen adopted a proactive IP strategy, investing around 10% of its budget in IP protection and enforcement. Hegen’s investment demonstrates a strong dedication to safeguarding its IP which is crucial given the challenges it faces with counterfeit products and trade mark squatting. The company has over 800 IP registrations, spanning trade marks, patents, and registered designs.

The company has successfully shut down over 90% of online counterfeit operations and conducted nearly 200 offline raids. Additionally, Hegen works to overturn or cancel trade marks registered by copycats, leveraging its track record in other markets to reclaim its brand.

Hegen takes a multi-faceted approach to IP protection and management. Beyond filing and enforcing IP rights, Hegen ensures that it maintains adequate processes and commercial safeguards to manage its IA/IP when working with distributors. The company also conducts regular reviews of its contracts to safeguard both its registrable and unregistrable IA/IP.

This proactive stance ensures that Hegen’s authentic products remain accessible to consumers while protecting the integrity of its brand.

Results

Backed by a comprehensive IP strategy and innovative products, Hegen is poised for continued global growth. Founded in Singapore in 2015, Hegen now offers its products and services in over 24 international markets within just 10 years, with further expansion planned through franchising and licensing.

For example, Hegen By Me, a bottle personalisation service, is being explored for international markets through licensing partnerships. These strategies allow Hegen to bring its brand experience to more families worldwide while maintaining consistent quality and authenticity.

By blending innovation, functionality, and a commitment to IP protection, Hegen is revolutionising the parenting experience and empowering mothers globally.

Discover how Hegen is reshaping motherhood through innovation and unwavering commitment to quality.

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