April 14, 2005 Fashion meets function for moms sporting the new Peanut Shell baby sling, a "back-to-nurture" product that carries baby in style while mom's hands remain free. The Peanut Shell is the first product from Goo-Ga, a Mountain View, California-based company founded by full-time mom Alicia Shaffer. The Peanut Shell sling is a pouch-style baby sling. It is designed to be worn over one shoulder with the opposite side resting on the hip. The Peanut Shell sling is also ideal for discreet nursing. Mrs. Shaffer's eight-month-old son provided the inspiration to form Goo- Ga. "My background is in medical sales where I was the top representative for the company. I loved my job but really wanted to be with my son full-time so I put my efforts into launching my own business," she stated.