Marks & Spencer launches first own-label baby care range

M&S has introduced its first baby care range as part of its push to appeal more to families.

The 19-strong Little Smiles range includes nappies, baby wipes, bubble bath, cotton wool balls and body lotion, and prices are between £1 and £3.

The toiletry lines are cruelty-free, vegan and dermatologically tested, while its nappies are FSC-certified.

Little Smiles has been developed over the past year and is being launched in M&S stores this month. It will be added to Ocado for online shoppers by March.

M&S’s efforts to appeal to those shopping for families have seen it unveil larger pack sizes of food products and bolster the government’s free school meal vouchers from £15 to £20.

“Our customers already trust us to deliver fantastic M&S quality food, and this brilliant new baby care launch is another way in which we’re making it easier for family customers to do their full shop with us,” said Rachel Chatterton, head of product development for the Little Smiles range.

“We’re incredibly proud of the new Little Smiles collection,” she added. “It has taken us over 13 months to develop to bring the very best quality and value to our customers.”