Hipp Organic is to diversify its UK portfolio with a major move into baby skincare products under the same brand name.
The Free From & Ultra-Sensitive range of skincare products for infants is set to launch in 500 Tesco stores on 6 September.
The new range – which has been available for 10 years in Germany, where it is second in the market behind J&J – comprises five products suitable to use from birth: Goodnight Baby Bath (rsp: £2.99/350ml), Foaming Hand Wash (rsp: £3.49/250ml), a refill for the handwash (rsp: £1.99/250ml), Head to Toe Baby Wash (rsp: £2.99/400ml), and Baby Shampoo (rsp: 1.29/200ml).
The handwash features a duck design as the spout, and every product carries the Free From & Ultra-Sensitive label, which Hipp chose after research showed that two out of five parents buy free-from products across all categories for their children, an increase of 39% in the past year [YouGov 2015].
All the products are free from PEG, parabens, paraffins and allergy-causing fragrances. Their launch will be supported by in-store, PR and digital activity.
Unlike brands like Ella’s Kitchen, which has a sister toiletries brand in Paddy’s Bathroom, Hipp had made a conscious decision to keep the Hipp Organic name for its new range, said UK general manager John Allaway.
“Our research suggests there is a significant opportunity for a trusted brand like Hipp Organic to drive value growth into children’s toiletries,” he added. “We believe a new range of toiletries that carry a ‘free from & ultra-sensitive’ promise will resonate particularly strongly with parents.”
Laura Johnson, assistant buyer in baby toiletries and feeding accessories at Tesco, said: “Hipp Organic has strong equity in babyfood and we are confident this will transfer across to its new baby care range.”
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