Childs Farm lands major Asda deal

Childs Farm lands major Asda deal

Hampshire-based baby and children’s skin and haircare brand, Childs Farm, has landed a lucrative deal to supply 467 Asda stores across the UK.

Childs Farm is a privately owned British business established to make natural and fun toiletries to care for the skin and hair of newborns, babies and children.

Using natural ‘free-from’ ingredients and fun packaging, inspired by the Andover farm on which it was created by founder and mum of two, Joanna Jensen, Childs Farm secured the trust of new mums and caught the imagination of kids when they hit the shelves of Boots & Waitrose in 2012.

The business has now gone on to land a lucrative deal with Asda which Joanna believes will propel the brand into a real challenger to global brands such as Johnson & Johnson, Cussons (Mum & Me) and Simple Baby and other leading names in the skin and childcare sectors.

Joanna told BQ: “Over the last two years, Childs Farm has experienced extraordinary growth. From being small and niche, we are now the fastest growing brand in the baby & child toiletries category — second only to global giant Johnson & Johnson.

“Our move into Asda is strategic and essential to the brand. The Asda customer is a new one to Childs Farm, so will bring us a different shopper and grow brand awareness. We’ve always had a sensible RRP to make dealing with sensitive skin affordable for parents and caregivers.

“These really are exciting times for Childs Farm! We’re delighted that Asda is making our products available to more customers, many of whom will not have known about the range before.”


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