Today’s Group has introduced own-label nappies and fragrance-free wipes to its Today’s Select brand under the new sub-category Select for Baby, which is dedicated entirely to baby care products.
Available in four different size variants – mini (3 x 16 per case), midi (3 x 14 per case), maxi (3 x 14 per case) and junior (3 x 12 per case), the own-label nappies are price-marked at £3.29 and are designed to be super-absorbent and ultra-breathable, offering day and night protection and easy-fasten tabs.
The new fragrance-free wipes and new-look fragranced wipes are both price-marked at £1.
Own-label Trading Controller for Today’s Group Hilary Nithsdale said: “Nappies and baby wipes are among the biggest impulse buys in convenience stores. About four in 10 parents buy own-label nappies.”
Baby wipes in particular have grown in popularity, Nithsdale added. “Wipes are now used for more than just nappy changes – consumers are buying them for on-the-go clean-ups and makeup removal.”
The nappies and wipes are available to order from Today’s wholesaler members from 24th August and will be offered at a trial price of £2.99 and 89p respectively, from 14th September until 4th October.
