Pampers launches its smallest ever nappy for premature babies in the UK

Pampers is continuing its commitment to the happy, healthy development of every baby in the UK, including those born prematurely, by donating 3 million of its Pampers Preemie Protection Size P3 – the brand’s smallest ever nappy – to UK hospitals’ Neonatal Units*. Designed specifically to meet the needs of premature babies, the Size P3 nappy is three sizes smaller than a regular newborn nappy and is suitable for babies weighing smaller than 1.8lb.

The launch is being supported with advertising in print media nationwide as well as a social media campaign, encouraging all parents to share photos of their little ones with a raised fist, to celebrate the fighting spirit that premature babies show every day. For every picture shared using #powerofbabies, Pampers will donate £1 to the charity.

Ian Morley, Commercial Director at P&G, says: “The happy and healthy development of every baby, including the tiniest little fighters, is our priority, which is why when nurses asked us to design a nappy for the most vulnerable babies, we rose to the challenge. It took us three years and over 10,000 hours of research to develop the new P3 nappy, which is designed to provide comfort and protection for the smallest babies.”

Retailers should ensure they are making the most of the increased awareness by stocking a core range of nappies. Baby Care is an important category for the convenience channel, with over half a million households buying a baby product in a convenience store in the last 12 months. For merchandising tips and advice, retailers should visit www.shelfhelp.co.uk.

* Pampers is partnering with Bliss, the UK’s leading charity for babies born premature or sick, to get the nappies to the babies that need them, initially partnering with a limited number of hospitals across the country, before rolling out nationwide to all UK hospitals from summer 2017.

P&G UK AND IRELAND

www.uk.pg.com