First-ever portable eco-toilet for kids powers Kiddiwhizz's growth with Innovate UK support

Kiddiwhizz was founded by Zoë Chapman, who was inspired to design the award-winning Whizzer™, after experiencing first-hand the challenges of travelling with her young son and caring for her father, who also required a portable solution. After designing the first Whizzer™ in 2014, she decided to commercialise her idea and created her first minimum viable product in October 2020.

The Whizzer™ is now not just the first compact and sustainable toilet innovation of its kind, but with markets ranging from outdoors to medical, all with rave reviews and growing demand, it is a beacon of what British entrepreneurs are capable of with the right support.

“It’s been incredibly rewarding to hear how the Whizzer™ has transformed the way parents and carers manage bathroom needs on the move. It’s not just an eco-friendly solution; it’s a product born from real-life challenges and designed to make life easier for families and individuals everywhere,” says Zoë Chapman, Founder of Kiddiwhizz.

Strategic support on path to commercial success

Kiddiwhizz’s journey with Innovate UK Business Growth began in 2021, marking a pivotal step towards commercial success. With the dedicated support of Innovation and Growth Specialist, Nathan Lawes, Kiddiwhizz received targeted assistance that included guidance on IP protection, market positioning and internationalisation. This bespoke support framework was designed to identify and protect Kiddiwhizz’s design assets, enhance its market share and prepare for international operations.

Nathan played a crucial role in connecting Zoë with key industry players, including ExportSavvy, JPMorganChase, London & Partners and the Department for Business and Trade in the UAE and India. These introductions paved the way for significant business development and growth opportunities.

Tangible outcomes and market impact

Through Innovate UK Business Growth, Kiddiwhizz benefitted from participation in the ‘Design for Growth’ initiative and the IP Audit and IP Access schemes, provided in partnership with the IPO. The latter entailed £7,500 in funding to protect and leverage its intellectual property domestically and internationally. This scheme was instrumental in solidifying Kiddiwhizz’s market position and accelerating its international expansion efforts.

Zoë adds: “The support from Innovate UK Business Growth, particularly around IP protection and market expansion, has been instrumental in our journey. We’ve been able to protect our designs, secure investments and enter new markets with confidence.

“The dedicated support from Nathan has been critically important. His guidance on IP protection and market positioning helped us navigate the complexities of internationalisation. Securing the Innovate UK IP Audit and IP Access schemes was a game-changer.

“The funding allowed us to protect our IP and market the Whizzer™ internationally.”

As a solo founder, Zoë has turned Kiddiwhizz into a multi-award-winning business and product, achieving a record-high six-figure turnover in August 2024 due to the support and connections she’s made – many of which began with Innovate UK and Nathan. She is now part of global business networks, such as Buy Women Built, and is a speaker for several programmes she once participated in, where Innovate UK is always recommended for those seeking support.

Kiddiwhizz has also captured the attention of investors and media, with Zoë and Nathan appearing on BBC Radio 4’s Money Box programme in an episode titled ‘The Cost of Inventing’. Zoë’s pitch on the popular BBC TV show ‘Dragons’ Den’ resulted in a £50,000 investment from Sara Davies and Steven Bartlett, further boosting the company’s brand and finances.

Fostering strategic partnerships

Innovate UK Business Growth’s support has also led to successful strategic partnerships across the EU, accelerating international sales and expanding Kiddiwhizz’s reach beyond the UK. This expansion was largely due to strategic introductions made through the European Enterprise Network, the world’s largest support network for SMEs, facilitated by Innovate UK Business Growth.

The company has also signed agreements with major health and beauty brands, such as Boots, where Kiddiwhizz’s stand sold out of stock, demonstrating strong market demand.

Kiddiwhizz’s innovations are not only enhancing the quality of life for its users but are also contributing to productivity and growth within the UK. The company’s success story shows how innovative solutions can drive economic benefits by creating new market opportunities. Its expansion into international markets with the support of Innovate UK helps strengthen the UK’s position as a leader in sustainable and practical innovations.

Zoë concludes: “Although KiddiWhizz started as a product for kids – specifically a large target market of potty training – it has transitioned into more markets than I could have ever been predicted or expected. Nathan has been there throughout this incredible transition.

“Not only did the age range of the target audience within the kids’ sector expand, but the product was also quickly coined a parenting game-changer for families.

“The innovation took on a whole new life when demand for an adult version became an even bigger seller than the kids’ version. Now, the adult version sees two-thirds more sales, with an XL version just launched and even a glow-in-the-dark range becoming a unique selling point in the innovative range.”

With ongoing support from Innovate UK Business Growth, Kiddiwhizz is well-positioned for continued growth, introducing its groundbreaking product to new markets and supporting parents and carers worldwide.

Although KiddiWhizz started as a product for kids – specifically a large target market of potty training – it has transitioned into more markets than I could have ever been predicted or expected…[and] Nathan has been there throughout this incredible transition.

– Zoë Chapman, Founder of Kiddiwhizz