FINE launches new brand of top-quality baby diapers

FINE launches new brand of top-quality baby diapers
 
New range developed after in depth research to provide maximum comfort and protection to babies
 
FINE, the market leader in the Middle East’s hygienic paper industry has announced the launch of FINEE, a new brand of high quality baby diapers.  The brand has been developed after extensive research on consumer needs and category drivers, to cater to the region's quality-conscious parents and their demand for premium baby care products.  Its’ USP is its’ comfortable fit, which ensures peace of mind to babies and mothers. 
 
FINEE will be a regional launch encompassing the Arabian Peninsula, Levant and Africa.  It will be available by mid-March, in supermarkets in Saudi Arabia and the UAE, and will be released in other key markets in the Lower Gulf by April 2008.  It will be launched in 6 sizes – New Born, Small, Medium, Large, Large Plus and Junior, and will come in two packaging options - Travel and Economy packs. The launch will be supported by ATL and BTL activities. 
 
“Parents will never compromise on their kids so it’s extremely important to offer a quality product, and FINEE has been developed with this in mind.” said Peter Janho, Chief Area Officer for Arabian Peninsula and Iran.  “As more women are working outside the home they want to provide the best possible care and comfort for their baby and want to associate their choices with leading brands that have consistent quality that they can trust.  We have introduced Finee to cater to this discerning segment. FINEE has 3 main features all of which contribute to baby’s overall comfort.  First is the soft edges- Most diapers have synthetic edges that can irritate the baby's tender skin. FINEE's edges are made of cloth-like material which moves with the baby.  This minimises friction, which is a common cause of rashes and irritation.  Second, a cotton-feel back sheet makes it a lot more natural and comfortable while handling the baby and minimises the crackling sound and synthetic feel.  Thirdly the refasten-able tapes are also elastic and stretchable ensuring free movement.  The packaging has a unique fuschia colour that stands out and will appeal to buyers.  FINEE will also have spin-off products like Baby Wipes etc at a later stage.”
 
For years FINE has been recognised in the market for its hygienic paper products of the highest quality. The company has been the recipient of many marketing awards, including ‘Arab Superbrand’ for three consecutive years and the ‘Best Toiletry Product of the Year’ Award at the Retail News Middle East Awards 2006.  Most recently Fine was the first company in the UAE to attain the Emirates quality mark, in keeping with the standards of the Emirates Authority for Standardisation and Metrology (ESMA).  The company holds certificate number 0001.