Is Easy Tots Still in Business? (2026 Update)
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Look for Easy Tots on AmazonFull story →Helen Davies designed portioned trays to keep more of a meal in a baby's mouth than on the highchair and the kitchen floor, and brought the idea to series 18, episode 9.
It is still trading, and by the brand's own account it has grown well past its original UK customer base.
The terms, and why Sara Davies made sense
Davies asked for £80,000 in return for 30% of the company, and Sara Davies backed the pitch on those exact terms. Sara Davies knew exactly what building a brand from nothing looked like, having taken Crafter's Companion all the way from a single market stall to a household name, and she gravitated on the panel toward founders solving a problem they had personally lived through.
A parent pitching a fix for her own daily frustration fits that pattern closely, which likely made this an easy match on both sides of the table.
Built for a market that never stops renewing
Baby and toddler brands carry a built in advantage most consumer categories lack, a fresh wave of customers arrives every year as new parents enter the market, though that same dynamic means families age out of the category once their own children move past weaning.
Easy Tots has answered that by continually adding to its range rather than resting on one hero tray, spanning everything a baby needs from first spoonfuls right up to roughly their fourth birthday.
The reach now
The company calls itself multi award winning and now ships across Europe and Asia, into Australia, and out to the UAE and Canada besides, a considerably wider footprint than most UK weaning brands ever manage. Its Instagram following sits in the tens of thousands, a reasonable proxy for an engaged, ongoing customer base rather than one running on old momentum.
The official storefront is easytots.com. Sara Davies left the Den panel after series 22, though nothing in the record suggests she exited her Easy Tots stake when she did.