Asda has partnered with Pampers to become the first UK retailer to offer free nappies for premature babies.
The Big 4 grocer will be offering Pampers Preemie Protection Nappies, which are three times smaller than the average nappy size for newborns.
The partnership is set to help the 60,000 babies born prematurely in the UK each year in need of specialised medical treatment and smaller nappies.
The diapers are available in three sizes and can fit babies weighing 1.1 to four pounds.
They will be available from its 254 instore pharmacies across the UK from 8am to 8pm from Monday to Saturday, and 8am to 6pm on Sundays.
The product has been designed alongside neonatal nurses for maximum support and protection, as well as total absorbency to prevent leakage and a nappy liner to pull any mess away from the baby’s skin into the core of the nappy.
According to the retailer, the fit is customisable and adapts to medical lines and leads, resulting in minimal disruption between diaper changes and the nappies also feature a contoured core, allowing the baby’s legs and hips to rest comfortably as they grow.
“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,” Asda’s superintendent pharmacist Faisal Tuddy said.
“Within our in-store pharmacies, customers can also speak to trained professional for healthcare advice relating to baby and parent.”
Pampers UK & Ireland brand director Nicole Hallak added: “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.”