British baby and children’s skin and haircare brand, Childs Farm, launches in Asda


Award-winning British baby and children’s skin and haircare brand, Childs Farm, today announces its arrival in Asda, one of the UK’s largest supermarket chains. The brand launches with six of its best loved products in 467 stores.

Childs Farm is a privately owned British brand established to make natural and fun toiletries to care for the skin and hair of newborns, babies and children. But because one in five little ones in the UK suffers from atopic eczema and 82% of parents prioritise products for sensitive skin, all Childs Farm products are put through extensive clinical tests and user trials to make sure everyone can use them – even those with sensitive and eczema-prone skin.

Using natural ‘free-from’ ingredients and fun packaging, inspired by the Hampshire farm on which it was created by founder and mum of 2, Joanna Jensen, Childs Farm secured the trust of new mums and caught the imagination of kids when they hit the shelves of Boots & Waitrose in 2012.

The relationship with Asda underlines how Childs Farm continues to strengthen its position in the market as the UK’s fastest growing natural baby and toddler toiletries brand. Recent Kantar data shows that Childs Farm delivered more value growth to the UK baby toiletries category than Johnsons Baby, Cussons (Mum & Me) and Simple Baby combined, making it now the biggest contributor to category growth of all the baby toiletries brands.

Childs Farm products stocked in ASDA:

  • hair & body wash – organic sweet orange RRP £3.99 / 250ml
  • bubble bath – organic raspberry extract RRP £3.99 / 250ml
  • bubble bath– organic tangerine RRP 3.99 / 250ml
  • 3-in-1 Swim – strawberry & organic mint RRP £3.99 / 250ml
  • shampoo – strawberry & organic mint RRP £3.99 / 250ml
  • hand wash – grapefruit & organic tea tree RRP £3.99 / 250m