Karen Dempsey Kimberly Clark has fired a new missile in the battle for babies' bottoms with a revamped range and a £30m marketing package for its Huggies nappy brand. Huggies has been realign-ed and redeveloped to cover the "three developmental stages" of babies. The first is Huggies Beginnings (0-3 months) which have a lining to protect delicate newborn skin. Freedom (over four months) is designed to hold in the wetness and keep skin dry. And Adventurers (for babies over a year old) are slimmer with double leg elastic for tots on the move. New Huggies is also ditching the confusing mini, midi, maxi sizing system in favour of small, medium and large descriptors. The £30m marketing spend ­ to support the mid-February launch ­ will go on TV, posters, press, PR, direct mail and instore promotions. Huggies marketing manager Colin Haddley said: "Huggies is the fastest growing grocery brand in the UK [ACNielsen] and we feel in a strong position to lead the nappy market forward." However, rival P&G has its own plans for the Pampers nappy brand with the upcoming launch of Pampers Total Care. {{P&P }}

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