Procter & Gamble has revamped its Pampers Active Fit nappies in a bid to give babies a comfortable fit for longer.
The redesigned products now have stretchier sides, a wider waistband and super-grip tapes at the sides.
They will be supported by a marketing push kicking off this month and running until the end of June. Activity is set to include TV commercials, advertising in key titles, direct mail and instore support. A spokeswoman said: “When babies start to move, be it rolling over or eventually walking, they need a nappy that won’t restrict their freedom.” She added that Pampers Active Fit was the fastest-growing single nappy variant on the market.
Pampers Active Fit is available in midi, maxi, maxi plus and junior sizes in carry, economy and jumbo packs.