Mum’s Back: re-imagining foodie gifts for new mums

From pregnancy cravings to a foodie startup – we find out about the hampers delighting new mums.

When Sally Bunkham, mum of a two-month-old, found out she was having another baby, the prospect of going back to work and being able to afford childcare seemed daunting. But her post-pregnancy cravings sparked an idea for a new business concept.

Inspired to create a gift that celebrated the magical yet overwhelming end to restrictive months of pregnancy, she devised Mum’s Back, a range of indulgent hampers filled with wine, gin, cheese and paté.

Today, the Mum’s Back range includes seven different hampers, with £1 from each sold going to the PANDAS Foundation who support families with perinatal mental health. Selections include the Power Hamper, packed with energy-boosting snacks and sweets, Mother’s Ruin, with all the ingredients for the perfect G&T, and the Teetotal Hamper, with hot chocolate spoons in place of wine and spirits. Add-ons include teething jewellery and the tongue-in-cheek sleep-training book, Sleep is for the Weak.

Mum's Back

After trying a selection of the treats (we loved the Lincolnshire poacher with fig chutney and the duck and armagnac paté), we caught up with Sally to find out more about her story.

How did you come up with the Mum’s Back concept?

It was during my first pregnancy that I thought of Mum’s Back because I really missed foods and drinks that I wasn’t allowed to have. After Daisy was born, my husband put together a little package with things like wine and paté. When I found out I was going to have another baby, it was obviously a bit of a shock but we were also extremely delighted. And another period of abstinence really solidified the concept.

How do you pick the products for the hampers?

They’re all things I really like from independent producers. I knew I wanted a red wine, unpasteurised cheese and paté, which I wasn’t allowed while I was pregnant. I knew I didn’t want large bottles of alcohol because these hampers are for new mums and a lot of them will be breastfeeding, so I found a producer who does half bottles of wine and prosecco.

Mum's Back

Do you feel like each hamper has your personal touch?

Absolutely! The whole point of the hamper is that it’s all about the mum. So many gifts that new mums get are for the baby or are baby-related. Mum’s Back recognises the struggle and the emotional rollercoaster that the mums have been on since getting pregnant. They’re gifts to comfort mums and help them celebrate their journey, as well as give them alittle bit of their own identity back.

What’s your favourite product?

Food-wise it would have to be the chocolate. The teething jewellry is the brand I wore, and it’s very practical as well as looks really cool. I also really enjoyed the book Sleep is for the Weak, while my youngest, Ruby, wasn’t sleeping well. It’s about a mum with a baby who has trouble sleeping and it’s kind of comical – the antithesis of all the sleep training books that make you feel guilty and incompetent.

Mum's Back

When did you launch the website?

Mum’s Back has been live since March 2017. My husband is a web developer so we thought the business could be internet-based. Unfortunately, then I was hit with a really bad postnatal depression so the business idea faded into the background. It wasn’t until I started getting better that the idea came back. It was at that point I realised it could have a social angle and I could raise awareness about perinatal mental health.

Is that why you chose to support PANDAS?

Yes, I used their services a couple of times while I was poorly. They do really good work with mums-to-be, new mums and families so seemed like the right charity to support. I didn’t realise I had postnatal depression for ages, until I actually went to the doctor and got diagnosed. I think it’s a real shame because if I had known what it was, I could’ve sorted it out a lot sooner. Getting diagnosed was a turning point – I realised I’m not mad, I’m ill, which meant I could get better.

Mum's Back

What’s next for you?

I now work with a business incubator programme called Entrepreneurial Spark so I'm really focused on growing the business, exploring collaborating opportunities with other brands and raising more awareness about perinatal mental health. I'm also doing quite a few speaking gigs and have spoken a few times at storytelling events like Hubdot in London but I’d absolutely love to do a TEDx event. It's exciting to see what's in store for Mum's Back.

What advice can you give young mums who want to start their own business?

Look at your network. Who do you know that can help you? Think who’s around who can support you. And think if you can have a social angle to your business. I didn’t think it was going to be such a big part of my business but the urge to help someone spurs you on. If you can turn a negative experience in your life into a positive, then I’d say just do it!