Executive Summary This report outlines an Integrated Marketing Plan for the proposed brand – HealthyBaby. HealthyBaby anticipates addressing the issue of substandard baby food and drinks in the UK market. Hence, its introduction is motivated by the values of the founders: Ann Hardman and George Hardman. The duo possesses extensive experience in healthcare, nursing, and nutrition. Coupled with their personal values, the founders proposed the HealthyBaby brand, whose research, development, and marketing is based on the primary principle – optimal compliance with WHO recommendations on baby feeding. This report is divided into six sections, including (i) background and information, (ii) literature review, (iii) background and positioning, (iv) target audience, (v) marketing communications objectives, and (vi) creative strategy and budgeting.