Heinz is putting £1m behind the mid August launch of its new Farley's baby feeding system which it claims will "bring unprecedented convenience and accuracy to bottle feeding". The new system removes the need to scoop powder to make up bottles ­ a method that can be inaccurate and cause diarrhoea, constipation or weight gain. It replaces Farley's tins, and includes the company's first Ready to Feed cartons, aimed at mother and baby on the move (rsp 500ml 99p). The other two elements are Ready Measured ­ 14 4oz single feed sachets (rsp £2.49) ­ and the Simplifeed System for making up multiple bottles in one go. This contains 75g sachets, each making up 20 fl oz, a mixing and storage container, and a plunger (rsp 600g £4.29). All three options come in Farley's First, Second or Follow On milks and there has been no change to the formulation. The launch is backed by targeted direct mail, promotion to health visitors and at baby shows, a sampling programme, press advertising and a video in new mums' Bounty packs. There is also a new customer careline staffed by mothers. {{P&P }}

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