Amy Livingstone and Julie Wilson

Baby care brand Cheeky Chompers have signed a deal with Lloyds Pharmacy to have its neckerchew stocked in 444 UK-wide stores.

The brand is already stocked in John Lewis, JoJo Mama Bebe, The White Company and Nordstrom.

Founding director Julie Wilson said: “We’re really pleased to have teamed up with LloydsPharmacy, a trusted brand in the pharmacy market.

“Many parents of teething babies will go to their local pharmacy for a solution. Initial sell through has been fantastic so we look forward to a great partnership going forward.”

The company last week launched a crowdfunding campaign through the Crowdcube platform to raise £400,000 for new product development, marketing and brand awareness.

Ms Wilson said: “Our crowdfund is progressing well in the background with over 50% invested in the first five days. The team and I are excited about the next phase of growth for Cheeky Chompers.”

John Acland, head of retail for LloydsPharmacy, said: “We know that parents come into pharmacy looking for advice and products to help support their children’s teething stage, so we are delighted to offer our customers the Cheeky Chompers Neckerchew.”