Cheeky Wipes offers a green alternative to disposables

A former Egg marketer is launching an eco-friendly alternative to disposable baby wipes, called Cheeky Wipes.

Helen Rankin, whose 15-year marketing career spanned financial-sector businesses including Ulster Bank, Barclaycard and Egg, has developed a kit, which she claims offers a green solution to disposable wipes.

The launch is being supported by an advertising campaign in parenting magazines and by a website where the products can be purchased. The advertising has been developed by Leigh-on-Sea agency Home Creative, which is responsible for the branding and website design. The product uses the strapline, “Making a bum job better”.

Each kit, which costs £29.95, contains 25 terry toweling wipes, as well as separate containers and travel bags for “fresh wipes” and “mucky wipes”. The kit comes with two essential oil blends – lavender and camomile, and tea tree and lemon.

It works by adding water and a few drops of an oil blend to fresh wipes. The “mucky” wipes container incorporates a mesh bag which can put in the washing machine when it is full of soiled wipes. Once washed, the clean wipes can be replaced in the “fresh” container.

Rankin says the wipes contain none of the “harsh” chemicals often found in disposable wipes and that the one-off purchase is more economical in the long term.

Cheeky Wipes are currently available online, but Rankin is in discussions with UK retailers and is also negotiating US distribution.