Wean Meister has been a trusted name in silicone baby feeding products for over 14 years, and in 2024, Ash and Danae took the reins to continue its legacy. As busy mums themselves, they understand the challenges of parenthood and are passionate about creating high-quality, sustainable solutions that make mealtimes easier. With innovative products like their signature Freezer Pods and thoughtfully designed silicone bibs, Wean Meister is all about supporting parents with practical, durable, stylish and eco-friendly essentials, providing solutions for every stage of the weaning journey. From baby meal prep to mealtime, each product is carefully made to support parents while ensuring babies are safe, comfortable and happy. Here Ash and Danae talk to The Natural Parent Magazine about their business journey so far.
The passion: What inspired you to set up your business?
Ash: We took over Wean Meister from Sarah, a mutual acquaintance, in July 2024. After 14 years of her lovingly nurturing the business, the timing was right for her to pass it on. I had recently left my corporate career to pursue a Master of Primary Teaching, and Wean Meister felt like the perfect fit alongside my studies.
I’ve always loved babies and children, and I understand first-hand how challenging it is to juggle a career, relationships, parenting and self-care. That’s why I’m so passionate about products that truly make life easier for parents. Wean Meister does exactly that – offering beautifully designed, high-quality solutions that simplify mealtime while supporting sustainable living.
Danae: I have always wanted to do something tangible – something where I could directly see my impact. My background is in human resources, which often lacks that visible, hands-on element. Both my kids used Wean Meister products, and I constantly raved about them! They were my go-to baby shower gifts for friends and family.
It was a serendipitous series of moments that led us to take over the business. A local baby store owner once told me she could imagine me running a shop like hers, which planted the idea in my mind. Around the same time, Ash shared that Sarah, who had moved into the same street, was selling Wean Meister. With Ash at a career crossroads, everything aligned. It all really fell into place from there!
The launch: How did you start out in the beginning?
Ash: It was a mix of slow beginnings and moments of frantic energy! After purchasing the business, we found ourselves in a holding pattern while we awaited stock. During those few months, we focused on refreshing our website, updating our email communications, and really grounding ourselves in the heart of the business. When the time came, we relaunched the business from Danae’s dining room table one Friday afternoon. The feedback we received was a beautiful reminder of why we do what we do-parents were so thankful to see us back up and running, and that gave us the encouragement to keep moving forward.
Danae: With absolutely no idea what was involved! Ha! We’re about six months in and learning every day. We feel incredibly grateful to have taken over a tried-and-tested business that we genuinely love.
The innovation: What was the biggest breakthrough for you with your business?
Ash: Our Freezer Pods were a game changer for us! As Wean Meister‘s first product, they quickly became our best-seller, loved by parents for their thoughtful design and ability to make meal prep so much easier. While many imitations have popped up over the years, we’re proud to say that Wean Meister was the first to introduce this concept to Australia – and we still believe ours are the best.
Danae: Wean Meister also revolutionised the baby bib market by introducing a structured, curved 3D design that makes silicone bibs more functional and comfortable for babies. We’ve always been at the forefront of innovation, and we continue to uphold our reputation for high-quality, practical and sustainable baby products.
Beyond convenience, we are also deeply committed to sustainability, using LFGB-grade silicone for all our products. This ensures they not only serve parents through the weaning process but continue to be useful for toddler feeding and beyond!
Yin and Yang: How do you balance work and family?
Ash: It’s a daily challenge! I have three kids, study full-time and volunteer in my local community. To stay organised, we use a big family calendar on the fridge to track who needs to be where and when. My non-negotiable is regular exercise, even if it’s just a short walk while listening to a uni lecture. I’ve come to realise how vital movement is for my mental health.
Danae: I’m balancing a full-time job alongside running Wean Meister, being a wife and parenting my two young kids (7 and 4). I try to focus on one thing at a time so I can give each aspect my full attention. My husband is of course supportive and my local “mum crew” are lifesavers – they step in to help when things get overwhelming! This year, I’m making it a priority to recharge, whether that’s through a solo swim in the ocean or a big sleep.
