Today’s Group has introduced own-label nappies and fragrance-free wipes to its Today’s Select brand under the new sub-category Select for Baby, which is dedicated entirely to baby care products.

Available in four different size variants – mini (3 x 16 per case), midi (3 x 14 per case), maxi (3 x 14 per case) and junior (3 x 12 per case), the own-label nappies are price-marked at just £3.29.

The new fragrance-free wipes and new-look fragranced wipes are both price marked at just £1.

Own-label trading controller for Today’s Group Hilary Nithsdale said, “Nappies and baby wipes are among the biggest impulse buys in convenience stores. About 4 in 10 parents buy own-label nappies.”

Baby wipes in particular have grown in popularity, Hilary added. “Wipes are now used for more than just nappy changes – consumers are buying them for on-the-go clean-ups and makeup removal.”

The Select for Baby nappies and wipes are available to order from Today’s wholesaler members from August 24, 2015 and will be offered at a trial price of £2.99 and 89p respectively, from 14 September until 4 October.