The Co-operative Food launches own brand nappies under Loved by us banner

The Co-operative Food is introducing own-brand nappies as part of its new “Loved by us“ offering and claims to be providing busy families with great-value, quality products, available on their doorstep.Starting from £2.75 a pack, the new own-brand disposable nappies will cater for the different stages of a baby’s development, from birth to its early years. The range will go into selected Co-operative stores nationwide from 11 November 2013.

The new nappy range will launch into The Co-operative’s new Loved by us branding, which the community-based retailer began rolling out across its standard products in September.

The Loved by us nappy range was given the seal of approval by a team of parents, who tested the nappies on their own babies and young children as part of The Co-operative’s robust testing regime. Families scored the products highly for their ease of use, effectiveness and quality.

Nicci Townley, category buyer for health and beauty, said: “We know how important nappies are when it comes to a baby’s development, freedom and happiness, and we have worked hard to produce a nappy range that parents can trust, both in quality and price. With a store in every UK postal area, The Co-operative is perfectly placed for those last-minute baby essentials, with everything you need for making changing time a ‘nappy’ experience.”

The Co-operative own-brand nappies, which are all dermatologically tested, are available in five different sizes – New Born, Mini, Midi, Maxi and Junior – and all feature a specially-designed core to ensure a snug fit along with a super-soft lining for comfort.

The Co-operative New Born Nappies are specially designed to protect the baby’s navel cord and feature overlapping tapes for adding security, while The Co-operative Midi to Junior Nappies have double leg cuffs for added protection from leaks, and flexible sides to adapt to active playtime.

The retailer has also added five Loved by us pizzas to its own brand pizza range and relaunched its pet food under the Loved by us brand with packaging featuring pets owned by Co-operative staff.