P&G’s baby care brand Pampers is leading the way in innovation with an upgrade across its premium nappy range, including ground-breaking technology and an updated pack design to communicate the additional benefits.
New Pampers Premium Protection Active Fit is described as “the first and only nappy to feature breakthrough Magical Pods: absorbing channels designed to help distribute wetness evenly, keeping the nappy up to two times drier and preventing sagging”.
The new nappies also feature a three-way-fit that adapts at the waist, legs and bottom to support the baby’s movements. With Micro Pearls which absorb up to 30 times their weight and lock away wetness, the new range also comes with soft stretchy sides that flex with every move and help the nappy stay in place.
P&G’s research indicates that more than three quarters of mums say a heavy, wet nappy weighs their baby down and inhibits their movement, and as many as 84% of parents are very or somewhat bothered by this nappy sag. Consequently, Paolo Haeuserman, Pampers Brand Manager at P&G, thinks the upgrade across the Premium Protection range is an exciting development.
“As market leaders, we’re always striving to ensure that we are offering not only the best quality products via constant innovation, but that our portfolio continues to drive overall category growth,” he commented. “One third of all convenience shoppers buy nappies, and retailers can make a real difference to their bottom line by stocking the new packs, alongside best-selling Pampers Wipes and key sizes 4-5+.”
