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Swaddlers introducing 'phases' type diapers.

A developmental line of diapers has been introduced by Swaddlers, Tyne & Wear, England. The "Ultra Togs Changes" line has been designed to meet the different absorbency needs of growing babies, with features that offer maximum protection and comfort from the newborn stage through to toilet training. A "Night-time" diaper is also part of this introduction; the diaper is designed for babies twelve months and older who may need extra protection during the night.

The introduction of Ultra Togs Changes is aimed at strengthening Swaddlers' number two position in the U.K. diaper market; the line follows just six months after "Leak-Shields" (inner leg leakage guards) were introduced. According to the company, the introductions will be supported by a 4 million [pounds] campaign, including national television and print advertising, give aways and on-pack offers.

These moves seem to indicate that parent company Finaf is intent on staying very active in the U.K. market especially after the EC ruling disallowed Procter & Gamble's purchase of Swaddlers as part of the Finaf merger (See Procter & Gamble In The News)
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Title Annotation:International News; Swaddlers, Tyne and Wear
Publication:Nonwovens Industry
Article Type:Brief Article
Date:May 1, 1992
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