Procter & Gamble is adding Easy Up pants ­ a nappy designed so that 10 to 24-month-old babies can be changed standing up ­ to its revamped Pampers nappies range. New Pampers, which replace the Pampers premiums line-up, is based on the three stages of a baby's development. Easy Up pants, along with Pampers Active Fit for six to 10- month-old babies, will join New Baby with Total Care for newborns ­ launched in March ­ on shelves this week. P&G is backing the Easy Ups launch with TV ads, which kicked off this week, direct mail, print ads and PoS material. The strap line is Happy Easy Changes. {{NEWS }}

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