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Huggies® partners with In Kind Direct to help families access essential baby products

Here at In Kind Direct we believe everyone deserves access to life’s essentials. With the food banks and local charities we work with facing record demand, there is now another way for UK families to help those most in need. We’re working in partnership with Huggies to help make sure every family can keep their babies and little ones clean, safe and well.

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

"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.

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

- Rosanne Gray, CEO of In Kind Direct

“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.”

- Ori Ben Shai, MD and VP Kimberly-Clark in the UK and Ireland


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About the Huggies® Brand 

For more than 40 years, Huggies® has been helping parents provide love, care and reassurance to their babies. From developing innovative everyday products, to recently partnering with one of the UK’s biggest pregnancy brands, Bounty, and supporting new mums from the first day of their new journey into parenthood, Huggies® promises to be there with you every step of the way. For more information on Huggies visit or to shop the range visit