Asda is to be the first supermarket to distribute Bounty baby product sample packs.

From September, almost one million Mums-to-Be and Baby's Progress packs will be handed out to new and prospective parents at stores. The packs have previously been given to new mothers in hospital or via midwives, and are available in Boots and Mothercare.

In addition to product samples from up to 20 brands, including Fairy, Pampers, SMA and Heinz, each pack will contain a £5 money-off voucher for George merchandise and Asda literature tailored to young families.

The move reflects the importance of babycare products, with 71% of mothers shopping for groceries weekly at a major multiple. The Bounty pack is the number one marketing channel for brands that are targeting new parents, reaching about 95% of new and expectant mothers.

More than three million Bounty packs are distributed every year.