Asda has partnered with Pampers to offer free nappies to parents who give birth to premature babies from its 254 in-store pharmacies.
The 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. In Wiltshire, parents can find participating pharmacies in Swindon at the West Swindon Shopping Centre and Orbital Shopping Park. In Melksham, Asda hosts a pharmacy within its Bradford Road store.
Around one 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.”
