Procter & Gamble (P&G) has upgraded its premium nappy range to include an updated pack design and new groundbreaking absorbing technology.

The new Pampers Premium Protection Active Fit is the first and only nappy to feature ‘magical pods’ which contain absorbing channels designed to help distribute wetness evenly, keeping the nappy up to two times drier and preventing sagging.

Pampers Premium Protection also features a unique three-way-fit hat adapts at the waist, legs and bottom to support the baby’s movements, giving them more freedom.

Brand manager at P&G Paolo Haeuserman said: “The upgrade across our Premium Protection range is an exciting development. Our research shows that more than three quarters of mums say a heavy, wet nappy weighs their baby down and inhibits their movement, and as many as 84% of parents are very or somewhat bothered by this nappy sag.

“One third of all convenience shoppers buy nappies, and retailers can make a real difference to their bottom line by stocking the new packs, alongside best-selling Pampers Wipes and key sizes 4-5+.

“We’re always striving to ensure that we are offering not only the best quality products via constant innovation, but that our portfolio continues to drive overall category growth. Pampers’ Premium Protection nappies form part of a core range for any convenience retailer, as demonstrated by the planograms on P&G’s category advice platform”