Buy One, Gift One: Huggies Partners with the Charity In Kind Direct to Help Families Access Essential Baby Products

With food banks and local charities facing record demand, there is now another way for UK families to help those most in need, through a partnership between Huggies and In Kind Direct, the product-giving charity which helps thousands of charitable organisations across the UK, to access life’s essentials.

For every pack of Huggies Wipes, Huggies Pull-Ups® and Huggies DryNites purchased directly through its new online shop huggiesdirect.co.uk, Huggies will donate an equivalent pack to help a vulnerable family in need. This donation will equate to 700,000 pants and 70,000 packs of baby wipes.

As the demand for household goods has spiked and many families across the country face major disruption, a consistent supply of essential baby products has never been more important. Huggies has responded by creating a new online shop so parents can safely purchase childcare essentials from the comfort of their homes. Customers buying direct from the site can also relax safe in the knowledge that their products will be delivered straight to their door, free on all orders over £15.

In Kind Direct is also seeing a significant increase in demand for nappies and wipes, distributing 150,000 nappies to its network of charity partners in March and April alone. The partnership gives Huggies’ customers the opportunity to help the most vulnerable in their communities.

Ori Ben Shai, MD and VP Kimberly-Clark in the UK and Ireland, said: “In the past few weeks, two issues have been particularly prevalent for families: accessing products due to lockdown measures, and being able to afford essentials in the face of major financial disruption.”

“Now, by buying direct, families can help another family in need with just a few clicks and support the amazing work done by In Kind Direct – who we have worked with for over 20 years to support vulnerable people up and down the country.” 

Rosanne Gray, CEO of In Kind Direct, said: “The unprecedented increase in demand from our charity partners shows that the crisis in the UK is continuing to hit the most vulnerable people and families hardest. It’s not just food that people are struggling to pay for, it’s basic essentials such as personal care, cleaning and baby products as well.  

With many families facing financial hardship and increasingly turning to charities and food banks, the need for support is greater than ever before. The social and economic impact of the Coronavirus will continue to most significantly impact the most vulnerable in the UK for many months to come.

“Huggies’ very generous donations will therefore make a huge difference and we couldn’t be more grateful for their support.”

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