The Asda & Pampers partnership is a first for a UK retailer as nappies for babies born pre-term have previously only been available in hospitals or from healthcare providers.
The nappies are available free of charge and parents can pick them up by visiting an Asda pharmacy, which are open from 8am – 8pm Monday – Saturday and 10am – 4pm or 11am – 5pm on Sundays. Parents can find their nearest pharmacy by visiting the Asda website.
Around 1 in 13 babies are born pre-term in the UK, meaning that 60,000 babies each year require specialised care and need smaller sized nappies to protect their delicate skin during critical stages of their development. Pampers Preemie Protection Nappies are Pampers’ smallest nappy and are up to three times smaller than a regular newborn nappy. They come in three sizes for babies weighing less than 1.1lbs up to 4lbs when they would move into standard newborn sized nappies.
The nappies have been specially designed in collaboration with neonatal nurses for the most delicate skin with all over fastening for a customisable fit which adapts around medical leads and lines, helping minimise disruption and irritation during nappy changing. A contour fit core provides a narrow, contoured fit between the legs, allowing baby’s legs and hips to rest comfortably and support their healthy development.
With no front or back, the nappies have end-to-end absorbency to prevent leakage, and the nappy liner quickly pulls wetness and runny mess away from baby’s skin into the core of the nappy to help keep baby’s delicate skin dry whilst asleep.
Faisal Tuddy, Asda’s Superintendent Pharmacist said: “We are proud to be the first retailer to partner with Pampers, and hope that by offering these nappies for free to new parents from our 254 Asda Pharmacies, those early weeks with a premature baby are made slightly easier. Within our in-store pharmacies, customers can also speak to trained professionals for healthcare advice relating to baby and parent.”
Sonal Dash, Asda’s VP for Non-Edible and Healthcare said: “Asda is a values-led organisation and we always put our customers first. We focus our efforts in delivering products to support our communities. This partnership with P&G supports new parents at times which can be scary and challenging, and this is testimony to Asda’s culture and purpose.”
Nicole Hallak, Brand Director, Pampers UK & Ireland commented: “We are thrilled to be partnering with Asda Pharmacies to offer our Pampers Preemie Protection Nappies free of charge to new parents with premature babies. Pampers is committed to the happy, healthy development of every baby and this partnership allows all UK parents to access quality nappies with our trusted Pampers promise for their precious little ones.”
Pampers continues to work with their long-term partner, Bliss, to support parents with the resources to help them feel more involved & confident in the care of their premature or sick babies and give them the best start in life. For more information and advice, please visit https://www.bliss.org.uk/ or call their careline on 020 7378 1122.