What's a parent to do? They are informed, harassed, multi-tasking - and totally committed. So what gets the new parent's buying juices going?
Well, the new purchasing mantra among informed parents is 'good and quick'. If you can supply goodness - real and perceived goodness, which is neatly eco-packaged and ready to pop into the oven - you really will find your way to a parent's heart.
Here are six hot tips for things they will go for:
1. Omega-3. It is a big deal for parents now because supplements have been shown to improve concentration and encourage learning. Even bread has it - check out Kingsmill Head Start with Omega-3.
2. Reusable disposable nappies. These are essential for parents who want to be green without losing convenience. The Bambinomio range combines a pure cotton nappy with a disposable liner and a long-lasting cover - which doesn't need changing every time.
3. Organic treats. We all know how much children love salty, fatty unhealthy things that crackle in your mouth. Well, now there are organic versions of them with all the fun of crisps but less of the bad stuff. Organically grown Organix Goodies snacks come with a 'no junk' promise.
4. Bilingual toys. Once upon a time we were happy with the three Rs, now a second language is becoming de rigueur. LeapFrog's bilingual range of toys start early, with the Learn and Groove Bilingual Learning Drum - in French and English - from age 6 months.
5. Bottles like the breast. Most mothers prefer to breast-eed but sometimes stuff can get in the way. A revolutionary new feeding system has a teat that is designed to mimic the natural flex and shape of a mother's breast. Look for the great Tommee Tippee Closer to Nature system that allows baby to switch happily from the breast to the bottle and back again.
6. Growing up milk. The stuff the milkman delivered used to be good enough for us but now there's a milk range that promises more vitamins and minerals than cow's milk. It also includes prebiotics - a big buzzword for parents - that help support the immune system. Look out for ranges from Cow and Gate, Aptamil and Hipp Organic.
Well, the new purchasing mantra among informed parents is 'good and quick'. If you can supply goodness - real and perceived goodness, which is neatly eco-packaged and ready to pop into the oven - you really will find your way to a parent's heart.
Here are six hot tips for things they will go for:
1. Omega-3. It is a big deal for parents now because supplements have been shown to improve concentration and encourage learning. Even bread has it - check out Kingsmill Head Start with Omega-3.
2. Reusable disposable nappies. These are essential for parents who want to be green without losing convenience. The Bambinomio range combines a pure cotton nappy with a disposable liner and a long-lasting cover - which doesn't need changing every time.
3. Organic treats. We all know how much children love salty, fatty unhealthy things that crackle in your mouth. Well, now there are organic versions of them with all the fun of crisps but less of the bad stuff. Organically grown Organix Goodies snacks come with a 'no junk' promise.
4. Bilingual toys. Once upon a time we were happy with the three Rs, now a second language is becoming de rigueur. LeapFrog's bilingual range of toys start early, with the Learn and Groove Bilingual Learning Drum - in French and English - from age 6 months.
5. Bottles like the breast. Most mothers prefer to breast-eed but sometimes stuff can get in the way. A revolutionary new feeding system has a teat that is designed to mimic the natural flex and shape of a mother's breast. Look for the great Tommee Tippee Closer to Nature system that allows baby to switch happily from the breast to the bottle and back again.
6. Growing up milk. The stuff the milkman delivered used to be good enough for us but now there's a milk range that promises more vitamins and minerals than cow's milk. It also includes prebiotics - a big buzzword for parents - that help support the immune system. Look out for ranges from Cow and Gate, Aptamil and Hipp Organic.
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