Parents have announced a boycott of baby care brand Frida Baby after sexual innuendos were found on product packaging and in advertising campaigns. The US-based company, whose products are sold by major UK retailers including Boots and John Lewis, has faced backlash on social media.
Images shared on X show a rectal thermometer marketed with the caption: 'This is the closest your husband's gonna get to a threesome.' Another shows an ear thermometer box reading 'how about a quickie?', while humidifier instructions state 'I get turned on quickly'. One user called the marketing 'sick and twisted', with nearly 2,000 comments and over 4.7 million views on the post.
Some shoppers have called for a boycott, with one saying 'Time to boycott @fridababy' and another tagging John Lewis and Boots, urging them to 'rethink about stocking this brand'. However, not all reactions were negative; one commenter found the humour 'absolutely hilarious', while another argued it was inappropriate for baby products.
A Frida Baby spokesperson defended the approach, stating: 'From the very beginning, Frida has used humour to talk about the real, raw, and messy parts of parenting... Our products are designed for babies, but our voice has always been written for the adults caring for them.' They added that the humour is grounded in product features and that they aim to support families with honesty and empathy.
It remains unclear when the advertising campaign ran, as some recent buyers reported not seeing the same branding. The Manchester Evening News has contacted Boots and John Lewis for comment.
