Trough

Trough is an innovative new eating system designed to help children develop healthier eating habits by taking inspiration from the natural world. Drawing on how animals eat, Trough introduces a playful yet functional approach to mealtimes that encourages kids to engage with food in a positive, instinctive way.

We are currently working with a multidisciplinary team of product designers, sourcing specialists, and child-behaviour experts to refine the product and bring it to market. Our focus has been on developing a robust design, scalable production model, and a clear go-to-market strategy to position Tough competitively in a fast-growing, “hungry” sector for innovative children’s products.

As investor and creative partner, our role centres on helping shape the brand’s identity, product vision, and market entry plan. We aim to deliver a distinctive, high-quality product that not only appeals to parents but also changes the way children interact with food.

Tough represents an opportunity to build a brand at the intersection of child nutrition, product innovation, and experiential design. With the groundwork now in place, we are focused on guiding the product’s launch and scaling strategy to ensure impact.