'Yummie Mummie' and 'Delicious Daddie' launch new website in time for Mother's Day

22 April, 2008  'Yummie Mummie' and 'Delicious Daddie' launch new website in time for Mother's Day

In the lead up to Mothers Day, when Sunshine Coast mothers will be celebrated, a self crowned 'Yummie Mummie' and 'Delicious Daddie' are launching a new online portal to redefine the increasingly brandished 'Yummy Mummy' label.

"There has been a lot of media coverage about 'Yummy Mummys' - from celebrity mother's incredibly 'over the top' lives, to the increasingly stressful life as a modern mum.  But we're not happy with the emerged definition - so we're setting out to change it!" says Jeff May, co-founder of www.YummieMummie.com.au and step-father of two girls. 

"www.YummieMummie.com.au is not about being perfect, it's about being healthy, energised, inspired, informed and most of all…happy! After all if you're not in 'the right place' you'll be no good to your family anyhow," adds co-founder of the new site and mother of two, Yvette Adams.

The pair acknowledge that although there are a lot of parenting sites already out there, theirs will come from a completely different angle.

"There are plenty of books, websites, seminars and so-called 'gurus' out there who will tell you how to be a good, dedicated parent - nothing new there," says Adams. "But we're responsible adults and now parents (May's children are aged 8 and 12, and Adams's 4 and 1) and we trust implicitly that a large portion of our population are taking an interest in their children's affairs by watching whether the food they're eating has code 101 or 106, that their clothing is warm, that their nose is free of goobers and that they're hitting their milestones.  What we're doing is turning the high chair tray around and putting the night lamp on the parent. If you're one, did you skip breakfast today? Thought so. When was the last time you worked out regularly even though you always have the best of intentions? Mmm-hmmm. Do you forget the last time you got really dressed up and felt absolutely fabulous? Do you remember the time there was a 'you' and not just 'them.' Would you kill for a night out with the girls/boys? A leisurely coffee where you actually read a whole glossy mag cover to cover? A massage or a pedicure that would help you to feel like half a human being again?  That's what we're on about."

The pairs business vision aims to "redefine the meaning of the words Yummy Mummy" (hence the purposeful re-spelling of the words into 'Yummie Mummie') and providing resources, products, support and educational opportunities to help Yummie Mummies and Delicious Daddies redefine and re-find themselves and their passion whether that be personally or professionally.

"The site will have a strong focus on user interactivity and we will employ cutting-edge technology previously unseen by this market segment. Education will be offered predominantly online so parents don't have to go load the kids in the car or organise baby sitting - saving time and energy.  The users however will largely drive how the site evolves over time - and there will definitely not be a baby rattle in site!" says Adams.

With approximately only 20% of parents now staying home full time 'looking after  the kids', the other 80% are engaged in either part time or full time work.  Both business partners believe this trend will continue as the economy places an increasing amount of pressure on the family unit for both partners to earn, or earn even more.

"Naturally, if sufficient resources, support and education are not provided to parents, this leads to an under-current of high stress levels, health risks and adverse effects, impacting the family unit. That's what this website sets out to prevent," says May.

The site will officially go live on Friday 9 May, two days before Mothers Day on Sunday 11 May and will include a 48 hour launch to which everyone is welcome to attend from the comfort of their own home!  Thousands of dollars worth of prizes will be given away at regular intervals, including Professional Make Over and Photography Shoots for an ultimate Mother's Day experience, beauty products, fitness vouchers and more.  To sign up to receive details of special offers and how to enter competitions in the lead up jump on the website.