Li & O Baby Is Developing a Formula Thickener for Babies With Reflux

Entrepreneurs launch their businesses when they see problems in the world that no one has been able to solve, and Dr. Candice Crichlow-Baker is a wonderful example of this. Her company, Li & O Baby, recently won the inaugural Bismarck Business Pitch Challenge and will receive a $15,000 forgivable loan to grow her organization. Crichlow-Baker is developing a special formula for babies who struggle with reflux.

“My company is designed to address childhood health and development issues through the lens of a mother who is also a physician,” says Crichlow-Baker, who practices internal medicine and is the Medical Director at Vibra Hospital of the Central Dakotas in Mandan.

This company is personal for Crichlow-Baker and is even named after her two sons (Liam and Owen). Owen inspired her to develop reflux solutions because of his own digestive challenges. As Crichlow-Baker works through the FDA approval process, she has a chance to Make Her Mark in the community while helping countless moms nationwide. 

Owen Struggled With Reflux

Spit-up is normal for most babies as their digestive system grows. However, in some cases, the spit-up becomes reflux and is severe enough that infants can’t keep food down. Crichlow-Baker says this occurs in about 15% of infants.

In her case, Crichlow-Baker’s son Owen had such severe reflux that his growth stalled – he actually started losing weight, which is dangerous for infants. When Crichlow-Baker began exploring various formula thickeners to improve digestion, she found that most options on the market were ineffective or difficult to use.

For example, some parents add rice to formula to thicken it, but doing so in large amounts can potentially be dangerous. The existing thickeners on the market can trigger constipation, which can actually make reflux worse. One available product is safe and effective but requires heating to a specific temperature, which isn’t practical for families on the go.

“You don’t need to make life more stressful for parents,” says Crichlow-Baker.

Li & O Baby is working to get a new thickener approved by the FDA. If it passes safety testing, the product could help families treat their babies' reflux safely and easily. 

The Bismarck Pitch Challenge Gave Li & O Baby a Stage

Crichlow-Baker started developing her thickener formula as a passion project to help her son and support parents going through similar reflux struggles. She has the medical and scientific background to create the product, but this is her first experience as an entrepreneur.

“When I started, I didn’t realize what a huge financial undertaking it would be to get the product out to people,” she says. “I was constantly looking for ways to help cover the research and development fees to get the thickener to market.”

The Crichlow-Baker came across the Bismarck Business Pitch Challenge and decided to enter. Not only did she make the top contenders as a finalist, but she won.

“I didn’t think I would even be picked as a finalist,” says Crichlow-Baker. “I thought with the company being in such an early stage, it wouldn’t qualify or be as appealing to the judges. But I gave it my best go. It was a ton of fun and a really good experience.”

The $15,000 forgivable loan will help cover the various research and development (R&D) costs, including FDA testing for food safety standards. Crichlow-Baker expects to pay around $380,000 to bring the product to market with all the necessary approvals. 

Crichlow-Baker’s Need to Help People Drives Her

Up until the Bismarck Business Pitch Challenge, Li & O Baby was entirely self-funded, and Crichlow-Baker says she would love to meet with investors who can get this product on the shelves. Her business is a passion project because she remembers how stressed she was as a new mom with an infant that couldn’t keep food down, and wants to help other parents going through similar experiences.

“Doctors have an internal drive to fix people,” she says. “I realized I could help so many people if I take this on.”

Crichlow-Baker’s advice to entrepreneurs is that anything worth having is worth the hard work and bravery to achieve it. She tells anyone considering starting a business to be bold.

“You’re never going to feel ready, and there’s always going to be surprises, but that’s the fun of it too,” says Crichlow-Baker. “But once you believe in yourself, you can pivot and overcome these challenges.”

As for her boys, Liam is almost nine, and Owen is about to turn three. Both are a healthy weight, and Owen is in the 85th percentile for height and weight.

Make Your Mark in Healthcare or Any Other Industry 

There are plenty of ways to Make Your Mark in healthcare in Bismarck-Mandan. Meet Dr. Robert Fisher, who brings his passion for urology care to the community. You can also learn about the early childhood educators who help parents at the University of Mary. Follow your passions, whether you want to be a doctor, entrepreneur, or both. There’s a supportive community in North Dakota ready to cheer you on.