News: Baby

Pampers launches its smallest ever nappy for premature babies in the UK
PampersPreemie Protection16.jpg

Pampers donates specially designed nappies to UK hospitals

Pampers is continuing its commitment to the happy, healthy development of every baby in the UK, including those born prematurely, by donating 3 million1 of its Pampers Preemie Protection Size P3 – the brand’s smallest ever nappy – to UK hospitals’ Neonatal Units*.

Designed specifically to meet the needs of premature babies, the Size P3 nappy is three sizes smaller than a regular newborn nappy and is suitable for babies weighing smaller than 1.8lb.

The launch is being supported with advertising in print media nationwide as well as a social media campaign, encouraging all parents to share photos of their little ones with a raised fist, to celebrate the fighting spirit that premature babies show every day. For every picture shared using #powerofbabies, Pampers will donate £1 to the charity. 

Ian Morley, Commercial Director at P&G, says: “The happy and healthy development of every baby, including the tiniest little fighters, is our priority, which is why when nurses asked us to design a nappy for the most vulnerable babies, we rose to the challenge. It took us three years and over 10,000 hours of research to develop the new P3 nappy, which is designed to provide comfort and protection for the smallest babies.”

Retailers should ensure they are making the most of the increased awareness by stocking a core range of nappies. Baby Care is an important category for the convenience channel, with over half a million households buying a baby product in a convenience store in the last 12 months. For merchandising tips and advice, retailers should visit





* Pampers is partnering with Bliss, the UK’s leading charity for babies born premature or sick, to get the nappies to the babies that need them, initially partnering with a limited number of hospitals across the country, before rolling out nationwide to all UK hospitals from summer 2017.


About Pampers® For more than 50 years, parents have trusted Pampers to care for their babies. Pampers is a part of The Procter & Gamble Company (NYSE:PG) and is the #1-selling nappy worldwide. Every day, more than 25 million babies in 100 countries around the world wear Pampers. Pampers offers a complete range of nappies, wipes and training pants designed to provide protection and comfort for every stage of baby’s development. Visit to learn more about Pampers products, join the Pampers Rewards program, and find ideas and information to help your baby get the most out of love, sleep and play.


About P&G UK and Ireland

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Fairy®, Febreze®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II® and Vicks®.  The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands. 

  •  By ShelfHelp UK
  •  12/05/2017
  •  Pampers,baby,babycare

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