The Playtex Ventaire bottle allows air to enter through the bottom without mixing with the liquid as the baby drinks, making it clinically proven to reduce gas, colic and spit-up better than other leading bottles. Its angled design promotes the semi-upright feeding position recommended by pediatricians to help prevent ear infections.  ION conducted user research on feeding mothers to gain insight into usage patterns, learn about current product shortcomings and gain an understanding of potential innovations that could be incorporated into the new designs.