Veba

Veba (Veba Baby) develops a smart baby bottle monitor and companion mobile app that track the freshness and expiration of breast milk and formula. The device attaches to a bottle via a stretchable elastic band and is designed to fit plastic, silicone and glass bottles from brands including Boon, Chicco, Comotomo, Dr. Brown, Emulait, Evenflo, Lansinoh, Medela, MAM, Nanobébé, NUK, NURSH, Philips Avent, Spectra and Tommee Tippee. Shaking the bottle displays a color-coded freshness status — green for fresh, yellow for approaching expiry, red for expired — directly on the monitor, and double-tapping logs a feeding.

The monitor continuously recalculates an expiration estimate using the time the milk was produced, the most recent feeding and the ambient temperature around the bottle, with thresholds the company says follow CDC and World Health Organization guidance. The Veba Baby app, available on the App Store and Google Play, provides feeding logs with start time, expiration, intake volume and time of each feeding; status views across multiple bottles; push alerts for approaching expiration and high-temperature exposure; a "Find My Bottle" feature that makes the device buzz; and a Households feature for sharing access with additional caregivers. The company states the device is EMI and EMC tested, waterproof, and made with baby-safe Bluetooth and silicone.

Founding story

Founder Veon Brewster emigrated from Jamaica to the United States at age seven and went on to a computer science career at a large technology firm. After becoming a mother, she faced breast milk overproduction and difficulty tracking stored milk; when her newborn developed a fever and severe colic from spoiled milk, she applied her engineering and technology background to build a milk-tracking device, which became Veba.

Business model

Direct-to-consumer hardware sales through the company's own online store, complemented by a freemium mobile app with paid subscription tiers. Purchases are marketed as HSA/FSA eligible.

One-time device and bundle sales (Veba Smart Baby Bottle Monitor at $59.99 on sale from $89.00, a Shark Tank Bundle at $99.00, a Hello World Gift Set at $79.99 and $12.50 sticker sets) plus recurring app subscriptions: a free tier, Silver at $8.33/month billed annually, and Gold ($12.49/month) and Platinum ($16.66/month) tiers listed as coming soon. Higher tiers add caregiver seats, multi-child registration, expanded tracking (diapers, weight, height, pumping, nursing, medications, vaccines, temperature, sleep) and discounts on lactation and pediatrician consultations.

Traction

Customer testimonials on the site describe daily use by pumping and working mothers for tracking bottle freshness and locating bottles; the store lists five products including device bundles and gift sets; the app is available on both Google Play and the App Store, and the company cites event participation, a 2024 TWICE Picks Award and Forbes coverage.

Latest developments

Gold and Platinum app subscription tiers are listed as coming soon, promising expanded tracking for diaper changes, weight, height, pumping, nursing, medications, vaccines, temperature and sleep, plus additional caregiver seats and discounts on lactation and pediatrician consultations. The device is being sold at a 40% promotional discount with HSA/FSA eligibility, alongside a Shark Tank bundle.