• by Les Luchter , 4 hours ago

Other brands may tout milestones, but Nestlé Health Science’s Compleat is content with achieving “inchstones.”

The 55-year-old line of nutrition formulas for feeding tubes has just launched “Project Inchstone,” a platform designed by Klick Health to reach caregivers of tube-fed children.

The platform includes “Inch by Inch,” a two-minute film that defines an inchstone as “a small but important achievement” because “for families who tube-feed, every little bit adds up to so much more.”

The video, housed at Compleat.com/project-inchstone, features a family of animated possums “inspired” by a real “tubie” family, Priyanka Malhotra, Compleat's brand director, medical nutrition, tells Marketing Daily.

“If you’ve ever met a possum, you know they don’t like to travel far from home, and mama possums are famous for keeping their kiddos close,” Malhotra explains. “For them, life isn’t about speed; it’s about staying close with family and moving forward together, a little at a time. That made possums a natural, compassionate metaphor for the inchstone idea and let us protect the intimacy of a real child’s story, while making it universal.”

Awareness of the new platform, which launched on Super Bowl Sunday to coincide with U.S. Feeding Tube Awareness Week, is being driven through paid media and social postings, as well as influencers -- both caregivers and healthcare professionals [HCPs] in the tube-feeding community -- who are “sharing their own ‘inchstones and directing families to the site,” Malhotra says. “This is designed as sustained engagement, with ongoing content and community participation throughout 2026.”

The broad aim, she says, is for tube-feeding families to “feel seen, validated and connected, no longer isolated in their experience.”

That experience includes getting feeding tubes prescribed by HCPs, with Compleat itself available either through prescription – or direct from such retailers as Amazon, Walmart and Nestlé Health Science itself. The product can also be obtained through medical equipment suppliers, home health partners and pharmacies, often “depending on insurance and state rules,” the brand explains.

The market size? Compleat says about 500,000 Americans use feed tubes, with some 40% of them – or 200,000 – children. A child may need a feed tube to address such conditions as difficulty swallowing, gastrointestinal issues or chronic Illness such as cystic fibrosis.