Best for baby!

Parents and families are always seeking the best for their little ones, whether it's in their feeding, their treatments, their comforts or a mixture of them all. At the same time, brand loyalty is very strong in the category, leading to strong competition, plus innovation in formulation, packaging, price and more

Print

Print

Brand Central

According to Eurostat, in 2017, Ireland had one of the highest birth rates in Europe, standing at 12.8 births per 1,000 people. This relatively high population of infants contributes to a highly competitive infant and baby segment. Naturally, parents are determined to provide the best for their infant, meaning the demand for quality vs value for money is constant.

Manufacturers and marketers have that balance to aim for, being expected to remain competitive without cutting corners, using the best materials and ingredients while, of course, staying within the parameters of EU safety and marketing regulations. Resulting innovations in the segment – some recent, some born out of decades of research and progression – have led to the highest quality products, providing peace of mind to busy parents who want the best for their child.

Handy spray

The Caldesene range has expanded greatly over time, to offer comprehensive protection and peace of mind to parents

In recent years, the Caldesene range has expanded greatly. After starting life as a medicated baby powder that prevents and treats nappy rash, the range now includes Caldesene Powder, Caldease Ointment and CaldeSpray.

Caldesene works by attacking harmful bacteria and soothing skin irritation. It is specially formulated to create a barrier against wetness on baby’s skin. Caldesene Powder is available in three handy sizes, 20g, 55g and 100g. A spray variety of the product, Caldespray, is an oxide milk spray* also designed to ease and reduce nappy rash. The concentrated spray has excellent skin adherent and skin protective properties which form a protective barrier against wetness. Each bottle provides approximately 125 nappy changes, making it an ideal choice for busy parents on the move.

Some of the benefits of Caldespray include:

• No need to rub in – hands free!
• No direct contact with skin, reducing danger of infection and cross-contamination
• No irritation to baby’s skin, reducing causes of stress and distress

*(CaldeSpray contains zinc oxide 10% w/w. Caldesene Medicated Powder contains calcium undecylenate 10% w/w. Always read the label.)

The science of nutrition

Aptamil’s product range is developed on the back of 40 years of research in the realm of infant nutrition

As Ireland’s number one baby milk brand, Aptamil is constantly innovating to bring parents the latest discoveries that its science has to offer.

For more than four decades, the brand has been pioneering research in early life science with its passionate team of 400 scientists and experts. This research has enabled Aptamil to develop its own patented formulations including Aptamil First Infant Milk and Aptamil Follow On Milk.

Inspired by these 40 years of breastmilk research, Aptamil Follow On Milk with Pronutra- Advance is a patented next generation formulation which combines Aptamil’s unique process with a patented blend of ingredients including vitamin D to support the normal function of the immune system.

To find out more, visit Aptaclub.ie.

*(Breastfeeding is always best for baby. Follow On Milk should only be used as part of a mixed diet and not as a breastmilk substitute before six months. Use on the advice of healthcare professionals.)

The world’s purest

WaterWipes was born when founder Edward McCloskey deduced his own baby’s skin irritation was due to chemicals in the wipes he was using

Since its humble beginnings in Drogheda, Co. Louth, WaterWipes has grown to become the number one brand in its product category. These baby wipes are now available in more than 50 countries around the world, including the USA, Canada, Germany, France and UAE.

Company founder Edward McCloskey was inspired to launch WaterWipes when his infant daughter was suffering from irritated and sensitive skin. After conducting some research, he deduced that the products he was using on her skin were the likely cause of the irritation, so he set about creating a new type of baby wipe that contained only pure and natural ingredients. After years of testing and scientific research, the perfect baby wipes, WaterWipes, were born. Pure, gentle and safe to use on the most delicate skin – even premature babies – yet as effective as a regular baby wipe. WaterWipes are made using 99.9% water and a drop of fruit extract.

WaterWipes with Soapberry launched in 2018, intended for growing babies who are starting to explore the world around them

Since then, WaterWipes has gone from strength to strength to become one of the most recognisable brands in the baby aisle. This success is partly due to its commitment to its core values, which align with consumers’ key concerns: honesty, purity, and a product that gives parents confidence that they are not compromising on their baby’s wellbeing.

In late 2018, WaterWipes introduced a new wipe for growing babies who are starting to explore food and the world around them.  WaterWipes with Soapberry are made with 99.9% water plus a drop of fruit and Soapberry extract, providing parents with the purity they rely on from WaterWipes, while harnessing the natural cleaning properties of Soapberry.

WaterWipes are recommended by 97% of midwives for use on newborn babies’ skin, and as a suitable alternative to cotton wool and water. Both WaterWipes and WaterWipes with Soapberry are accredited by Allergy UK.

“We’ve come a long way in the past seven years,” says David Lawlor, WaterWipes brand manager for the UK & Ireland, “but we still act with the same entrepreneurial spirit and determination to find a better way and have more exciting news coming soon from the brand, which we can’t wait to share.”

WaterWipes and WaterWipes with Soapberry are available in all major Irish retailers, and are proud winners of a number of baby and parenting awards.

To learn more, follow @WaterWipes on Facebook and Instagram.

The good start!

Glenisk products have been providing peace of mind to parents and organic nutrition to babies for more than 30 years

For over 30 years, Glenisk has been producing premium Irish dairy products and works with a group of 50 organic farmers across Ireland. Now Glenisk, known as “the Good Yogurt”, is giving Irish kids and babies “The Good Start” with its range of organic yogurts, made using fresh Irish organic milk and organic fruit.

Glenisk’s policy is simple – all products are 100% natural, with nothing artificial, ever.

Glenisk’s GO-YO yogurt tubes are a fun addition to the range

Suitable for babies from six months, Glenisk’s Organic Baby Bio range gives little ones the best possible start when beginning their solid food journey, supporting normal growth and bone development. The smooth and creamy fromage frais is packed with nutrients and contains absolutely no added sugar, no bits and certainly nothing artificial. The range includes four flavours in a 4x60g pack format: Natural, Apple & Pear, Banana & Peach or Strawberry & Apple Fromage Frais.

For older children, Glenisk’s Organic Bio Kids range offers three flavours in a 4x90g-pack format, each 100% Natural, Organic and with Low Sugar Options available: Strawberry, Banana and Vanilla. Glenisk has also this month introduced a new Vanilla flavour to its Organic GO-YOs Yogurt Tubes range (6 x 40g) in addition to the Strawberry and Banana & Peach options.

www.glenisk.com

Related Articles

Harley & Marley unveils Ireland’s first sustainable fish pet food →

Milish Bakery secures multi-million euro deal with M&S →

On your team →

Get the scoop →