The Peter Rabbit Naturally Better initiative is continuing to gain momentum, with The Packaging Factory signing a deal with Copyrights Group for a line of infant toiletries.
The first phase launched back in March in Waitrose and includes five products developed for babies including All Over Baby Wash, Soothing Baby Lotion, Gentle Hair Wash, Baby Soothe Barrier Cream and two-in-one Cradle Cap and Massage Oil.
Made in Australia, the organic baby care range ticks a number of the Naturally Better boxes. The products contain 100 per cent naturally derived ingredients and certified pure essential oils. Not tested on animals, the PH-balanced products are also free from artificial colours and fragrances and do not contain any pthalates or parabens. The range is also packaged using 100 per cent recycled board.
Four new products are currently in development for new mums including Stretch Mark Cream, Breast Care Balm to ease irritation and swelling, Tired Legs & Back Reviver Gel and a lightweight Moisturiser For Mum.
"We want the Naturally Better range to add value for consumers and retailers alike, in offering various product ranges which are ethically and environmentally friendlier, as well as being formulated in such a way that addresses consumer concerns, such as the use of pthalates," said Gill Thomas, the brand's consultant handling the roll out of the Naturally Better initiative for Frederick Warne.
Nigel Glennie of The Packaging Factory added: "We are delighted to have the opportunity to work with the Peter Rabbit brand on the launch of this infant toiletry range. We believe this range is one of the best available, not only for children, but also the environment."