Tesco to launch Diapers for Kids With disabilities

Tesco Health private brand Junior Nappies(Diapers), which have just launched in store, are specifically designed to cater to children whose disability means they continue to need diapers and have outgrown regular sizes.

The retailer has responded to a petition founded by Mum and campaigner Laura Rutherford who found it hard to find larger diapers for her 4-year-old son Brody.

The nappies have been created in conjunction with Laura and include a wetness indicator and double strength fixing tapes to help with a secure fit on a larger child. They are available in Tesco stores and online. A pack of 20 is priced at £4.50.

Laura Rutherford, campaigner and Mum to Brody, shares her story:

“When you have a baby one of the many things you don’t expect to use indefinitely is nappies. You look into the not so distant future and envisage the ‘joys’ of potty training and eventually a nappy-free life. For parents of children with disabilities it can be very different.

My beautiful 6-year-old son Brody has an undiagnosed genetic syndrome, autism and epilepsy. His condition means that he is doubly-incontinent.

When he was 4, he started to outgrow the nappies sold in supermarkets.  I was unable to access products from our NHS continence service at that time and found that I could only buy larger nappies online, which was inconvenient, not to mention expensive!

There are thousands of children in the UK like Brody, older than ‘typical’ children, who are not potty trained and require bigger nappies. I felt like something needed to be done.

As a result I set up a change.org petition asking supermarkets to consider manufacturing or selling larger nappies. The support from other parents was brilliant and I discovered that whilst the NHS continence service is fantastic; referral age, eligibility, waiting time and the number of nappies a family receive differs greatly throughout the UK. Because of this, there is a huge demand for larger nappies in supermarkets.

I am so pleased that Tesco responded to my petition and have created the Tesco Health Junior Nappies for children like Brody. It was great to meet with the team at Tesco and give my suggestions for the design of the nappy, having a product specifically designed for larger children makes it a lot easier for parents like me.

It’s amazing to think what started out as an online petition has ended up with a new product on the shelves at Tesco. This will help so many families and that means the world to me and Brody.”

Sinead Bell, Tesco Category Director, Baby, Beauty & Toiletries adds:

“We work hard to make sure we cater for all of our customers and listen to the feedback we receive. After hearing Laura’s story we wanted to try and help and we’re really pleased to launch Tesco Health Junior Nappies. It was great to work closely with Laura on the design of the nappies and incorporate her thoughts into the final product. We hope this is a little help to Laura and Brody and other families in the same position.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.