BornFree hopes to take advantage of the recent wave of coverage about the negative effect that the BPA chemical - often found in plastic baby bottles - can have on babies.
Six key manufacturers have agreed to remove BPA from their products in the US. But they have angered campaigners because they are not removing the chemical from their UK products.
Lexis PR has been appointed to launch BornFree's BPA-free product into the UK, handling strategic counsel and media relations within parenting and healthcare sector media.
Boudoir PR has also been hired to handle celebrity seeding, product placement and affiliation for the brand.