Kimberly-Clark is targeting “busy and style-conscious parents’” with the launch of Huggies Style on the Go, a refillable pouch for baby wipes that comes in a range of three designs.
The pouches (rsp: £3.49) contain 40 wipes and are available from this month in Asda, Sainsbury’s and Morrisons along with refill packs (rsp: 79p).
The launch is being supported by a PR campaign fronted by presenter Fearne Cotton - who is pregnant with her second child - as well as in-store activity.
“Baby wipes are a key essential for parents, with mums placing a high importance on having a sufficient supply,” said Stephanie Madrell, senior brand manager for Huggies Wipes.
“On average, a household has three packs of wipes on the go at any one time. Huggies Style on the Go recognises the need for wipes to be easily accessible, driving incremental usage outside of the home and encouraging use beyond baby changing.”
Huggies also revealed Olympic swimmer Rebecca Adlington will head swim pant brand Little Swimmers. Adlington gave birth to her first child in June. “As a lifelong swimmer and new mum, Rebecca is the perfect ambassador for us, as she can authentically showcase the product and brand messaging,” said Little Swimmers brand manager Carly Hunter.