{"title":"What's New","description":"","products":[{"product_id":"hot-cold-breast-therapy-packs","title":"Hot \u0026 Cold Breast Therapy Packs","description":"","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":45172808253596,"sku":"HC2310","price":13.49,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/hotandcoldpacks_dtc_pdp_01.jpg?v=1754415773"},{"product_id":"travel-cleaning-pack","title":"Travel Cleaning Pack","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eThe all-in-one cleaning kit for pump parts, bottles, and more. Just add your favorite soap!\u003c\/span\u003e\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":45172808351900,"sku":"CP2402","price":17.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_TravelCleaningPack_DTC_01.jpg?v=1754415784"},{"product_id":"soothing-silver-nursing-cups","title":"Soothing Silver Nursing Cups","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan data-mce-fragment=\"1\"\u003eOur nursing cups are anti-inflammatory, anti-microbial, and antifungal — designed to help \u003c\/span\u003e\u003cspan data-mce-fragment=\"1\"\u003eprotect nipples and relieve severe pain\u003c\/span\u003e\u003cspan data-mce-fragment=\"1\"\u003e while breastfeeding. \u003c\/span\u003e\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":45172808384668,"sku":"SC2308","price":43.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/SilverCups_01_1.jpg?v=1776213239"},{"product_id":"breast-milk-cooler","title":"Breast Milk Cooler","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eMeet the Breast Milk Cooler that cools faster and stays colder for up to 24 hours vs. leading milk coolers.* Plus, with new sizes, colors, and two ways to cool, this patent-pending Cooler safely and stylishly lets moms store milk wherever the day takes them.\u003c\/span\u003e\u003cbr\u003e\u003ci\u003e\u003csmall\u003e*Compared to leading milk coolers in Eurofins 2026 controlled, third-party testing\u003c\/small\u003e\u003c\/i\u003e\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Seaglass - 16oz","offer_id":46590081138844,"sku":"FMC1602","price":29.99,"currency_code":"USD","in_stock":true},{"title":"Hydrangea - 16oz","offer_id":46590081171612,"sku":"FMC1601","price":29.99,"currency_code":"USD","in_stock":true},{"title":"Alabaster - 25oz","offer_id":46590081204380,"sku":"FMC2503","price":37.49,"currency_code":"USD","in_stock":true},{"title":"Juniper - 25oz","offer_id":46590081237148,"sku":"FMC2504","price":37.49,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_BreastMilkCooler_Seaglass_01.jpg?v=1774552299"},{"product_id":"reusable-breast-pads","title":"Reusable Breast Pads","description":"\u003cp\u003eA sustainable solution for managing leaking breasts while breastfeeding.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":46639052259484,"sku":"NP2311","price":14.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/Amazon_BreastPads_01.jpg?v=1775500972"},{"product_id":"cooling-gel-nipple-pads","title":"Cooling Gel Nipple Pads","description":"\u003cp\u003eDesigned to help soothe sore nipples fast, our gel pads provide an immediate cooling effect.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":46639052554396,"sku":"GP2312","price":9.74,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_GelNipplePads_01.jpg?v=1775500972"},{"product_id":"willow-wave-manual-breast-pump","title":"Willow Wave Manual Breast Pump","description":"\u003cp\u003eA must-have for every nursing mom: The only wearable in-bra manual pump with an ergonomic handle and hospital-strength, two-phase suction - no charging required. Includes 24 mm flange made of soft silicone for a smooth fit and optimal milk flow.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":46639052980380,"sku":"PMK10","price":26.24,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_WillowWave_01.jpg?v=1775500976"},{"product_id":"breastfeeding-care-kit","title":"Breastfeeding Care Kit","description":"\u003cp\u003eEverything you need to prioritize breast care and comfort, catch every drop of hard-earned breast milk, and feed with more confidence. Plus, every purchase includes access to a virtual appointment with an International Board Certified Lactation Consultant (IBCLC), as well as a free digital feeding course.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":46639053111452,"sku":"FK2025","price":26.24,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_BreastfeedingCareKit_01.jpg?v=1775500978"},{"product_id":"smart-breast-milk-storage-bags","title":"Breast Milk Storage Bags with SmartStash™ Tracking","description":"\u003cp\u003eSame high-quality bag, new top-quality tech. Our durable, leak-proof bags are now designed with a scannable, AI-enabled code to auto-input your milk bag information into your digital stash in the Willow app. However you choose to pour and store, you’ll finally have the control and peace of mind you crave.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"50 Count","offer_id":46639053340828,"sku":"SSB050","price":8.24,"currency_code":"USD","in_stock":true},{"title":"100 Count","offer_id":46639053373596,"sku":"SSB100","price":13.49,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_BreastMilkStorageBags_SmartStashTracking_01.jpg?v=1775500980"},{"product_id":"breast-pump-sizing-kit","title":"Breast Pump Sizing Kit","description":"\u003cp\u003eFind your perfect breast pump flange fit with a wide range of inserts designed for maximum pumping comfort and milk output.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":46639053570204,"sku":"USK110","price":18.74,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_BreastPumpSizingKit_01.jpg?v=1775500981"},{"product_id":"breast-milk-cooler-ice-pack","title":"Breast Milk Cooler Ice Pack","description":"\u003cp\u003eDesigned to fit inside both 16 oz. and 25 oz. Coolers, the Breast Milk Cooler Ice Pack fits inside the Cooling Cup to keep breast milk safely chilled for up to 24 hours. Use as a back-up so you’ve always got a frozen pack on deck, or as a replacement.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":46639053734044,"sku":"FIP05","price":11.24,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_MilkCoolerIcePack_01.jpg?v=1775500983"},{"product_id":"willow-wave-collection-cups","title":"Willow Wave 2-in-1 Double Manual Wearable Pump + Collection Cups","description":"\u003cp\u003eThe first-ever 2-in-1 double manual pump with an ergonomic handle that also connects to your traditional pump for a hands-free experience—no charging required. Includes 24mm flange made of soft silicone for a smooth fit and optimal milk flow.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":46639053897884,"sku":"PMK20","price":44.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_WaveCollectionCups_01.jpg?v=1775500985"},{"product_id":"breast-milk-bag-flatteners","title":"Breast Milk Bag Flatteners","description":"\u003cp\u003eOptimize breast milk storage with our new Breast Milk Bag Flatteners, designed to help you neatly and efficiently organize every last drop.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":46639054127260,"sku":"MBF006","price":18.74,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_BreastMilkBagFlatteners_01.jpg?v=1775500986"},{"product_id":"pump-anywhere-bag","title":"Pump Anywhere Bag","description":"\u003cp\u003eDesigned to be worn three ways (backpack, crossbody, or shoulder bag) with a removable cooler.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Grey","offer_id":46656800096412,"sku":"BAG0G1","price":99.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_PumpAnywhereBag_Gray_01.jpg?v=1775758089"},{"product_id":"pump-anywhere-case","title":"Pump Anywhere Case","description":"\u003cp\u003eProtect your pump on-the-go with our sleek, sturdy, and easy-to-clean carrying case.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Teal","offer_id":46656800129180,"sku":"CASET2","price":39.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_PumpAnywhereCase_Teal_01.jpg?v=1775758090"},{"product_id":"willow-wave-valves-4-pack","title":"Willow Wave Valves Set (4-pack)","description":"\u003cp\u003eMade with durable, food-grade silicone, our valves ensure your milk flows smoothly and only one way\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":46656800194716,"sku":"RFL413","price":11.24,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_WillowWave_DuckbillValve_01.jpg?v=1775758091"},{"product_id":"willow-wave-tubing","title":"Willow Wave Tubing","description":"\u003cp\u003eTubing connects pump handle to the collection cup, helping you create steady suction with every squeeze.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":46656800227484,"sku":"RSTS15","price":9.74,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_WillowWave_TubingSingle_01.jpg?v=1775758092"},{"product_id":"willow-wave-gasket","title":"Willow Wave Gaskets (2-pack)","description":"\u003cp\u003eDurable silicone gasket that creates a leak-proof seal between the container and lid to help prevent spills and preserve milk collection.\u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":46656800260252,"sku":"RG2P12","price":9.74,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_WillowWave_Gasket_01.jpg?v=1775758093"},{"product_id":"colostrum-collection-kit","title":"Colostrum Collection Kit","description":"\u003cp dir=\"ltr\"\u003e\u003cspan\u003eDeveloped in collaboration with lactation consultants, this kit includes the education and resources expecting and newly postpartum moms needs to safely collect and store their first nutrient-rich breast milk. It’s an easy way to ensure peace of mind and prepare for baby’s arrival––no matter what the first few days look like. In addition to thoughtfully designed supplies, it also includes a step-by-step guide to help moms confidently collect and store colostrum.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e","brand":"Willow Pump","offers":[{"title":"Default Title","offer_id":46677654896796,"sku":"COL2025","price":18.74,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0685\/2322\/9340\/files\/PDP_ColostrumCollectionKit_01.jpg?v=1776195321"}],"url":"https:\/\/elvie.com\/collections\/whats-new.oembed","provider":"Elvie","version":"1.0","type":"link"}