Tesco has today launched a new brand for baby and toddler products called Tesco Loves Baby as it attempts to strengthen its hold on the competitive baby market.

The brand includes products such as nappies, wipes, toiletries, and feeding and weaning accessories. The products cater for each baby and toddler stage up until the age of three.

The move is likely to pile pressure on mother and baby specialist Mothercare. It will also rival Morrisons, which owns specialist baby equipment retailer Kiddicare.

Tesco Loves Baby includes new products and others that have been improved. It is relaunching its Tesco Newborn Nappies, which it claims is the first own-label nappies to feature technology with a wetness indicator.

Lorna Dickinson, category buying manager for baby, said: “To help ensure mums and dads have products that meet their baby or toddlers’ daily needs, we’ve spoken to parents across the country and developed an innovative range for every age and stage at great value prices.

“Our improved Tesco Loves Baby range of baby and toddler essentials has been created by experts to help parents care for their babies and toddlers as they grow.”

Tesco is also supporting UK charity Bliss with the funding of its family support helpline. Bliss supports premature and sick babies and their families.