Sleepless nights? Tired mornings? This brand gets the strain of being a new parent

Being a new parent isn’t all soft-focus baby photos and cuddles. It’s 3 a.m. feeds, nappy explosions, and a coffee that’s gone cold (again).

It’s beautiful, messy chaos – and Rascals is the brand that gets it.

Rascals were founded back in 2016 when a New Zealand mum-of-four couldn’t find nappies that were gentle on her baby’s eczema-prone skin but tough enough to handle a blowout.

So, she created her own – and the rest is history. Now one of the world’s fastest-growing nappy brands, Rascals has built a loyal following of parents who love their products because they actually work, and make life that little bit easier.

Why they understand new parents

Parenthood is unpredictable – equal parts chaos and joy. That’s why Rascal’s motto is simple: We get it. It’s a promise that runs through everything they do – from the innovative design of their products to how they show up for parents every day.

Their award-winning nappies and wipes are dermatologically tested, contain zero nasties, and come with premium features like Hydrolock™ Core and Fast-Dry Layers. Translation: fewer leaks, drier nights, and more moments to focus on what really matters (like finishing that cup of tea while it’s still hot).

It’s no wonder Rascals has over 210,000 five-star reviews¹ from parents around the world who know the difference a dependable nappy can make.

From words to action with the Rascals Parents Hotline

This month, Rascals is taking ‘We Get It’ a step further with a one-off activation in Birmingham: the Rascals Parents Hotline.

Parents across the city can text a WhatsApp hotline to request a Rascals gift box packed with nappies, wipes, and everyday essentials (think tea, coffee, breakfast food). Because sometimes, the best help isn’t advice – it’s a helping hand when you need it most.

The initiative comes after Rascals found that 78 per cent of UK parents struggle to keep up with household chores and grocery shopping in those exhausting early months.² Meanwhile, 94 per cent said the ‘little wins’- like getting five minutes to themselves – make all the difference.

So, whether it’s delivering nappies or giving parents one less thing to worry about, Rascals is here to help lighten the load.

How the hotline works

Heads up – you’ll need to be quick as the Hotline is only open for a limited time, launching on Wednesday, 22nd October at 17:00 until Thursday, 23rd October 23:59 and only in Birmingham (which feels fitting – the West Midlands has one of the highest birth rates in the UK, recording 1.5 babies born per 1,000 people³).

At 5 pm, Birmingham-based parents will be able to text the hotline via WhatsApp Business and request a Rascals Box as well as other household items worth up to £20.

Then, in what may be the most convenient online shop ever, the box will be packaged up and sent directly to your door, either on Thursday, 23 October or Friday, 24 October, depending on when the order is placed.

There will also be the opportunity for another 20 people who missed out on the box to still score a pack of nappies sent directly free of charge by Rascals.

¹ Based on all reviews of Rascals nappies, nappy pants, and wipes across websites globally, including incentivised and organic reviews.

² UK Parents Survey by Rascals. Prospectus Global, 1,000 survey respondents (UK based) – parents with children 0-3yrs – September 2025.

³ Births in England and Wales: 2024 (refreshed populations) – Office for National Statistics.