Australian Mums design revolutionary new nappies

For the past two years, the team at Sorbies has embarked on a mission to work with Mums to design the best nappies on the market. A series of in-depth focus groups and qualitative research, involving Mums creating video diaries regarding their nappy usage, generated very clear conclusions in what Mums want. The result is Sorbies – night nappies and day nappies in the one pack - a product that has revolutionised the industry, and provided unique and practical solutions to one of the most time consuming and talked about issues associated with caring for baby...which nappies to use, when and why?

The intensive two-year research program with Mums (and some Dads too!) resulted in perhaps the biggest news in the history of nappy development – night nappies and day nappies that recognise the practical usage patterns associated with the product. Mums wanted a super absorbent nappy at night time that would deliver 12 hours of dryness for baby, and in turn, the promise of a better night’s sleep for parents and babies. During the day, Mums wanted a practical, value for money product that works with frequent changing patterns and minimises inherent wastage.

“The research highlighted the fact that currently, 44% of Mums buy more than one brand of nappy – one for frequent day time changes, and another for night time use where absorbency is critical. This means higher costs and additional space requirements at home. Time spent shopping is also increased,” explained Gavin Dunbar, Managing Director, Sorbies.

In addition, Mums wanted a nappy that wouldn’t leak, and would therefore save all the hassle caused with having to change clothes and linen, not to mention the embarrassment Mums feel when leakage is an issue. Tab breakage was the other most talked about issue amongst Mums, recognising the resulting wastage as nappies are not usable when this happens.

The answer is Sorbies – the world’s first specialist night nappies and day nappies, in the one pack. Practical day nappies and super absorbent night nappies result in unparalleled value in monetary terms, and also space saving at home. Designed by Mums, Sorbies nappies have reinforced tabs which differ in colour on the night and day products allowing for easy identification. Extra wide leakage guards protect baby and offer extra peace of mind for parents. The Sorbies product range is divided into five age categories from infant through to junior, and further divided into pack sizes - convenience, bulk and jumbo.

“When it comes to nappies, Mum is the word with Sorbies. Designed by Mums, for Mums, Sorbies really understands what parents need in a nappy. We’re very proud of our product, and the feedback we’ve received from consumers has been incredibly positive,” Gavin concluded.

Now there’s a real choice in nappies that’s smart, practical and will ultimately save you money, time and space. Available from Coles and IGA supermarkets nationally, Sorbies is the best value for money product on the market, and delivers all your nappy needs in one convenient pack.

Visit www.sorbies.com.au for more information and to read what Mums have to say about the product.

Release Date: 14th April 2009

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