Today’s launches own-brand babycare range

Today’s Group has introduced own-label nappies and fragrance-free wipes to its Today’s Select brand under the new sub-category Select for Baby, which is dedicated entirely to baby care products.

Available in four different size variants – mini (3 x 16 per case), midi (3 x 14 per case), maxi (3 x 14 per case) and junior (3 x 12 per case), the own-label nappies are price-marked at just £3.29 and are designed to be super absorbent and ultra-breathable, offering day and night protection and easy-fasten tabs.

The new fragrance-free wipes and new-look fragranced wipes are both price marked at just £1.

Own-label trading controller for Today’s Group Hilary Nithsdale says: “Nappies and baby wipes are among the biggest impulse buys in convenience stores. About 4 in 10 parents buy own-label nappies.”

“Baby wipes in particular have grown in popularity. Wipes are now used for more than just nappy changes – consumers are buying them for on-the-go clean-ups and makeup removal.”

The nappies and wipes are available to order from Today’s wholesaler members from August 24, 2015 and will be offered at a trial price of £2.99 and 89p respectively, from September 14 until October 4.

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