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Swaddlers now available in larger sizes

January 24, 2013

P&G to make premium diaper in size 4 and 5.

Procter & Gamble has announced it will soon be selling its Pampers Swaddlers premium diapers in Target stores nationwide. These diapers, which feature an extremely soft coverstock and backsheet, were previously available in sizes newborn, one, two and three.

The extension comes after P&G data found that while 89% of new moms start off using Swaddlers diapers as their first diaper, they often opt for  a different diaper once their child grows beyond size 3.

“Pampers Swaddlers have been the number one choice of hospitals for years, and we are excited to launch these additional sizes,” says Greg Barntsen, Procter & Gamble marketing manager. “We listened to parents who said they wanted to keep their toddlers in Swaddlers, and we’re pleased to offer them that option now.”

P&G launched Swaddlers in 2002 as part of its premium Baby Stages line. At the time, Swaddlers were geared toward newborn babies and Cruisers, featuring advanced stretch technology, targeting crawlers and walkers. In 2010, P&G's DryLock technology was added to both diaper styles, making them both thinner and more absorbent.

According to Audrey McClelland, mother of four children under the age of eight (with one more on the way) and founder of, moms are looking for ways to keep it simple and avoid unnecessary disruptions to established routines.

“Swaddlers is a diaper I’ve always loved, and I’m so excited it is now available in bigger sizes at Target,” Audrey says. “Now parents can keep their little ones in Swaddlers throughout all of their diaper-wearing years.”

From January 27 through February 2, Target guests will receive a free $20 Target GiftCard with an in-store purchase of two Pampers Swaddlers, Cruisers or Baby Dry Economy Packs.

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