Huggies® Makes a Splash With New Hygiene Mat

LONDON, July 15, 2013 /PRNewswire/ --

Kimberley-Clark's baby swimming brand, Huggies® Little Swimmers® is expanding their range with the launch of the new Hygiene Mat to keep children clean and hygienic at the pool.

A first in the category, the new Hygiene Mat is a durable, non-slip mat which can be used at the swimming pool or at the beach. It provides parents with a clean and hygienic surface on which to change their baby or get their child ready for swimming.

The mat is machine washable and folds away into a compact waterproof bag for easy storage and transport. It is available in frog or penguin designs to appeal to children.

Huggies® Little Swimmers® brand manager, Sarah Gamble, says:  "Little Swimmers is the biggest and most trusted brand in the baby swimming category. We want to build on this by creating a range of innovative products that we know parents will value, driving repeat purchase and increasing the frequency of baby swimming which is ultimately our goal. The introduction of the Hygiene Mat is the first step in achieving this.

"To make an impact at the start of the season we're investing in a partnership with Water Babies to offer consumers a free baby swim session with any two purchases from the range; this will be supported in-store."

Karen Pickering, Olympic swimmer and swim school teacher, will front the campaign and create content for PR, online and digital takeovers.

The baby swimming category is currently worth £6.4m (Source: Nielsen MAT 27^th April 13) and the introduction of the Hygiene Mat will see incremental sales increase to £500k (annualised forecasts at MRSP).