Emulait Partners with Mercurius Media for $3 Million Investment to Enhance Brand Reach

Emulait Secures $3 Million Media-for-Equity Investment

San Francisco, July 30, 2025 — Emulait, a pioneering brand focused on science-driven solutions for infant feeding, has successfully attracted a strategic investment of $3 million from Mercurius Media Capital (MMC). This partnership aims to enhance Emulait's market presence across the United States by utilizing MMC's extensive media reach and expertise.

Emulait's innovative approach to baby nourishment is set to redefine infant feeding practices, positioning the brand as a frontrunner in a traditional market that has seen little innovation over the past 50 years. The investment from Mercurius will allow Emulait to access premium advertising resources across national broadcast, digital, and out-of-home platforms. This strategic move is expected to accelerate brand awareness, targeting new parents and caregivers who are seeking superior feeding solutions for their children.

CEO Shilo Ben Zeev expressed enthusiasm about the partnership, stating, "We are thrilled to join forces with MMC to amplify Emulait's brand awareness and reach more households across the U.S. Our collaboration will significantly enhance our media marketing efforts, allowing us to connect with families who are looking for the healthiest and closest-to-breast feeding options."

The investment is part of MMC's unique media-for-equity strategy, which swaps high-impact advertising inventory for equity stakes in fast-growing consumer brands. This helps emerging companies like Emulait scale up quickly by leveraging MMC's expansive networks, which includes partnerships with major entities such as Sinclair Broadcast Group, TelevisaUnivision, Atmosphere TV, National CineMedia, and Willow TV.

Piyush Puri, founding partner at Mercurius Media Capital, commented on Emulait's potential, saying, "Emulait is addressing a significant need in a $3 billion-plus category that has lacked true innovation. It’s a product tailored for first-time parents, and we’re eager to help transform it into a household name."

Emulait's flagship product, the Emulait Bottle™, is designed to mimic the appearance, feel, and flow of breastfeeding, facilitating a smooth transition for both infants and parents. The company offers an ecosystem of products including smart warmers, feeding accessories, and a mobile application that streams data on feeding routines.

In a landscape rapidly evolving with consumer demands for healthier and more thoughtful feeding options, Emulait's innovative offerings stand out as a beacon of modern parenting. By enhancing their visibility through strategic media investments, the brand is poised not only to broaden its reach but also to educate a diverse audience on the benefits of its advanced feeding solutions.

The investment from Mercurius Media Capital marks a significant milestone in Emulait's journey to reshape infant feeding, promising exciting developments for parents seeking top-tier nurturing options. As both companies embark on this new venture, the emphasis on quality, education, and engagement will steer the helm of their combined efforts—paving the way for a new chapter in infant care.

For more information about Emulait's offerings and to discover how their products can make a difference in infant feeding practices, visit www.emulait.com.