Abstract: An improved baby bottle holder, specifically for use in feeding and storing the baby's food and to facilitate the easy reach by the baby and for other functions. A single-piece flexible holding device has four major components, namely a multi-use clamp (10), a protective sheath cover (18) which provides protection for safe use, beauty, and is designed to bend with the movements of a flexible rod (20). This flexible rod (20) is adopted from those in common desk lamps. Finally a flexible holding grip (22) that can hold a bottle placed within it by flexibly spreading itself open upon insertion of the bottle and will hold bottles of a variety of widths. The grip has a parallel gap (24) which allows it to adapt to various bottle designs. The device is advantageously built into an animal (28), such as a toy bear, with the grip and clamp in place of the bear's hands.