The product, EZ Feed, is aimed at parents on the move with babies to feed. It was created by Nolan Chandler of Hertfordshire University, and was described by judges as "ready and worthy of development". It will now be fast-tracked into the Nesta Invention & Innovation programme.
Other winners include Daniel Liden at Central Saint Martin's College of Art & Design, who took a low-tech approach to the brief of creating a handheld object to help people wake up and go to sleep. His framed message "Everything will be Alright" won him a 拢1,000 award, beating off a colorful reflexology sock for children and a dream machine designed to stimulate natural biorhythms.
The panel of judges was headed by Lord Puttnam, and included Katrina Koffler from the Design Council and Irene McAra-McWilliam of the Royal College of Art.
Lord Puttnam said: "The briefs were incredibly challenging, yet the winners expressed creativity that made the judges sit up and notice. Nesta is delighted to be able to help Nolan's ingenious product for the busy parent get nearer to market."
Nesta (the National Endowment for Science Technology and the Arts) was set up in 1998 to pioneer ways of supporting and promoting talent, and now plans to allocate over 拢20m a year to UK creativity and innovation.
D&AD has released the brief for next year's awards, with the call for entries pack available for download at .
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