Morrisons' Little Big babycare offer gets full overhaul

Morrisons has overhauled its babycare offer with the launch of a new 110-strong own-label range.

The Little Big range covers products for all stages of a baby’s development, including nappies, wipes and toiletries.

The retailer is looking to capitalise on the withdrawal of the core Huggies nappy range from the UK market as well as improve and extend its existing offer. It said it was so confident of the quality of the range that it is offering a money-back guarantee.

The look and feel of the range has also received a complete overhaul in order to better connect with parents. The packaging features soft elephant illustrations, which Morrisons said would “create a recognisable and emotive brand with broad market appeal”.

“The babycare category offers a real opportunity for us, and thanks to Little Big we can now offer a wide range of products to rival the best on the market - all at great Morrisons prices,” said Morrisons senior brand manager Jodene Rogers.

Morrisons began its total own label revamp in 2011.