Did you know that babies love to look at high-contrast black-and-white patterns and that a newborn's colour perception is limited to white, black and shades of grey?

Babies' eyes are not yet fully developed at birth, which is why high-contrast patterns are recommended - they stand out in their blurry worlds, attracting their attention and helping them focus.

So while you're enjoying our delicious lactation cookies, you can show baby the new sensory labels on our packaging and watch as their little eyes dance around the playful patterns (only available in the U.S. at the moment).