The Grocer Gold Awards 2025: Peachies wins Startup of the Year

Winner: Peachies

The nappies category has traditionally been dominated by global brands and own label. Here to challenge that narrative is Peachies. The fast-growing brand sets itself apart with premium credentials of “cashmere-soft comfort, 3x higher absorbency, and the best fit”.

The brand promises longer nights and ultimate skin protection in nappies that are free from harsh chemicals and certified ‘excellent’ by Dermatest. Their innovative design, featuring a higher back and wider leg cuffs, also helps customers “say goodbye to dreaded poop explosions”.

Beyond those comfort factors, Peachies says its design is also helping tackle the environmental impact of babycare, requiring fewer changes per day.

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Peachies nappies save up to 93 tonnes of CO2 per 1,000 babies, according to figures verified by the EU’s Climate KIC.

If that isn’t enough, its “first-of-its-kind” Nappy Concierge service is a “luxury, white-glove experience designed to lighten the load”. It offers subscribers a “seamless” digital platform alongside expert guidance on sizing, fit, and product tips, “because navigating nappies shouldn’t be a guessing game”.

Founded and owned by Morgan Mixon and Rima Suppan, the brand has “got out of the gates incredibly quickly for something so complex”, said one of our judges. Another described Peachies as “smart, strategic, and well backed with funding” in “a category that will benefit from the shake-up”.

Shortlisted:

• Icon Foods
• Jux Food
• Nice Rice
• Peachies