Bounty, the marketing company that targets expectant and new mothers, is expanding into the young family market. Johnson & Johnson, Unilever and the Early Learning Centre are among those understood to be advertising with the scheme.
In a move designed to reach families with children aged between two and four, Bounty is launching a scheme called Footsteps, through 16,500 nurseries across the UK next month.
Parents of pre-school youngsters will be encouraged to sign up to the free service, which will provide advice and information on topics ranging from education to play and nutrition.
Run in conjunction with educational charity the Pre-school Learning Alliance, the scheme will also include a quarterly magazine, a website and an e-mail newsletter.
Bounty targets expectant mothers and health workers, handing out booklets and product samples at GPs’ surgeries and hospitals. Best known for its “new mum” pack, the company claims to reach more than 95 per cent of new and expectant mothers with booklets, guides and mailings.