Medela Expands Support of Breastfeeding Moms with Launch of New Research-Based Breast Shields and Increased Access to On-Demand Lactation Program

January 15, 2019 — Today, Medela LLC, the #1 recommended breast pump brand*, launches the new research-based PersonalFit Flex breast shields.

Medela Expands Support of Breastfeeding Moms with Launch of New Research-Based Breast Shields and Increased Access to On-Demand Lactation Program
PersonalFit Flex Breast Shields Proven to Help Moms Pump 11 Percent More Milk, Faster
Now Included with Breast Pump Purchase, On-demand Lactation Support through 24/7 LC

McHenry, Ill., January 15, 2019 — Today, Medela LLC, the #1 recommended breast pump brand*, launches the new research-based PersonalFit Flex breast shields to help moms pump over 11 percent more breast milk faster, and expands access to 24/7 LC, a service providing live breastfeeding help for moms available through the award-winning MyMedela® app. The two announcements address key needs of breastfeeding moms, including breast milk supply and breastfeeding support, and are part of Medela’s ongoing commitment to supporting moms and their growing families.

“For every two moms who breastfeed, one of them stops because she is concerned about her breast milk supply – this is what the research tells us[i],” said Melissa Gonzales, executive vice president of Americas for Medela. “The unique design of the PersonalFit Flex breast shield is the result of significant research and feedback from real moms. We hope that with this new, innovative breast shield, along with the expanded access to live breastfeeding support through 24/7 LC, moms will use these tools to support their breast milk feeding experience.”

PersonalFit Flex breast shields(MSRP $18.99) are designed to support mom’s breast milk supply regardless of breast shape or size. With four-way fit, the unique oval-shaped shield adapts to mom’s natural shape and helps her find the pumping position that works best. Pumping breast milk with flex technology was shown to remove on average 11 percent more milk per minute than traditional breast shields (with 90-degree angle). The PersonalFit Flex breast shield is currently offered in four sizes, 21 mm, 24 mm, 27 mm, and 30 mm and works with all Medela breast pumps.

24/7 LC  is a membership service available through the MyMedela app, offering moms live support with instant video connection to a professional lactation consultant through their smartphone anytime they need it. Calls are typically answered in less than 30 seconds, and users have access 24-hours a day, seven days a week. Moms can get the answers they need on their schedule any time they have a question or issue related to breast milk feeding. Understanding that the first month of breastfeeding is a critical time for moms and babies, Medela is offering free 30-day access to 24/7 LC with the purchase of Sonata® and Freestyle® and discounted 30-day access included with the purchase of Pump in Style® Advanced breast pump. Additionally, Medela is offering a 25 percent discount for 24/7 LC offered through The Moms’ Room. Moms can continue beyond the 30 days for as long as she needs. 24/7 LC memberships are available in one ($79), three ($117) and 12-month ($156) increments, during which time lactation support calls are unlimited.

The PersonalFit Flex breast shields are available at, as well as Target, Amazon, Buy Buy Baby and Walmart.

To receive free breastfeeding education and personalized support from Medela, join The Moms’ Room, where members can get exclusive perks and expert access to help build confidence and meet breast milk feeding goals.

Stay connected by joining the Medela community on Instagram and on Facebook.

About Medela LLC

Medela's US-based manufacturing and development facility is headquartered in McHenry, Illinois. Every year, more than one million mothers in the U.S. rely on Medela's technology. As the #1 breast pump brand*, Medela provides the best in research-based breast milk feeding products and clinical education to support moms' breast milk feeding journey. The company is fully dedicated to supporting mothers so that they can provide breast milk to their baby for as long as they choose. For more information, visit

About Medela
Founded in 1961, Medela is led by Michael Larsson and concentrates on two business units: "Human Milk," providing research-based breast milk feeding solutions, and "Healthcare," engineering and manufacturing medical vacuum technology solutions. Medela is headquartered in Switzerland and has 18 subsidiaries, distributing its products to more than 100 countries throughout the world. For more information, visit


Media Contact:
Kate Schraml

*QuintilesIMS ProVoice Survey; Nov-Oct 2018.

Medela wordmark and logo, Sonata, Freestyle, and Pump In Style are registered in the U.S. Patent and Trademark Office. PersonalFit Flex and 24/7 LC are trademarks of Medela.


[i] Odom, E. C., Li, R., Scanlon, K. S., Perrine, C. G., & Grummer-Strawn, L. (2013). Reasons for earlier than desired cessation of breastfeeding. Pediatrics131(3), e726-32.