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In Kind Direct


Helping families in need access essential baby products

As the COVID-19 crisis began to unfold in early 2020, food banks and community charities in the UK came under pressure like never before. Figures for April 2020 alone showed a 120% increase in demand and as the economic disruption caused by the virus continues, it’s likely the demand will continue to rise.

Although the crisis brought human suffering and economic disruption, it also prompted an increase in the kindness and consideration people show for one another. And now there’s an easy way for you to help spread more kindness.
For over 20 years, Huggies® has been working with In Kind Direct to help the most vulnerable families in our communities. With the launch of our new online shop, parents can now purchase childcare essentials from the comfort of their own homes, knowing that when they do so they will be helping a family in need.

Huggies® and In Kind Direct – united against poverty

As many families face major disruption to their daily lives, ensuring a consistent supply of essential baby products has never been more important. Our online shop, huggiesdirect.co.uk was opened in response to this need, enabling parents to order everyday babycare essentials during lockdown conditions. For every pack of Huggies® Pull-Ups® and Huggies® DryNites® ordered directly through huggiesdirect.co.uk, we will donate an equivalent pack to In Kind Direct.

Founded in 1996 by HRH the Prince of Wales, In Kind Direct helps over 7.7 million people a year, taking consumer essentials donated by companies like Kimberly-Clark and distributing them to UK charity partners working at home and abroad. In Kind CEO Roseanne Grey said:
“The unprecedented increase in demand from our charity partners shows that the crisis in the UK is continuing to hit the most vulnerable people and families hardest. It’s not just food that people are struggling to pay for, it’s basic essentials such as personal care, cleaning and baby products as well… Huggies’ very generous donations will therefore go a long way in helping charitable organisations to keep supporting thousands of vulnerable families in these very challenging times. We couldn’t be more grateful for their support.”

Why Huggies®?

For more than 40 years, Huggies® has been helping parents provide love, care and reassurance to their babies. From developing innovative everyday products, to recently partnering with Bounty, one of the UK’s biggest pregnancy brands and supporting new mums from the first day of their new journey into parenthood, Huggies® promises to be there with you every step of the way.
By partnering with In Kind Direct, Huggies® aims to help more children than ever before, giving struggling families access to everyday babycare products. Ori Ben Shai, MD and VP Kimberly-Clark in the UK and Ireland had this to say:
“In the past few weeks, two issues have been particularly prevalent for families: accessing products due to lockdown measures and being able to afford essentials in the face of major financial disruption. Now by buying direct, families can help another family in need with just a few clicks and support the amazing work done by In Kind Direct.”