Supplier News Breaks
Pampers upgrades diaper product line
September 16th, 2013
CINCINNATI – Pampers has launched major upgrades across its entire line of diapers, training pants and wipes.
Among the upgrades, Pampers Swaddlers is now available in a size 5.
The Procter & Gamble diaper brand said Monday that the upgrades include new offerings and/or added protection and absorbency in its Swaddlers, Baby Dry and Cruisers lines.
For example, Pampers Swaddlers diapers are now available through size 5, and Pampers Cruisers are now more absorbent and offer the brand's best fit for all the ways babies play. In addition, the company said Pampers Baby Dry is now up to three times drier than ordinary diapers and provides up to 12 hours of overnight protection and three layers of absorbency.
The upgrades come in response to feedback from mothers, according to P&G. Pampers interviewed more than 9,000 moms about what was important for their baby and found that the No. 1 unmet need is a diaper that provides superior overnight dryness.
"At Pampers, we strive to meet the needs of every mom and baby," stated Fama Francisco, vice president and general manager for Pampers. "In the last 18 months, we've listened to thousands of moms on what they want for their baby. They told us a diaper that provides superior dryness, comfort and fit, particularly overnight."
The interviews revealed that moms are frequently challenged with the early morning wakeup call to change a leaky diaper.
In a Pampers-sponsored a poll of over 1,000 moms with children ages 3 and younger, nearly one in three mothers of babies age 1 or younger (30%) responded that they expect a wet, leaky diaper to be the top reason their babies may wake up at 3 a.m. Also, the survey found that the leading technique that mothers of babies age 3 or younger (32%) use to help their babies have an uninterrupted night of sleep is to put a dry diaper on them before bed.
Along with the product launch, Pampers is joining with BabyCenter, a leading pregnancy and parenting online site, and mom bloggers. Over the next three months, the diaper brand will offer giveaways that include the new diapers and wipes as well as and inspire moms to give back Pampers' gifts to other moms in their community.
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