Sep 04: Woodward’s continues to support parents with a time-tested gripe water solution for everyday infant tummy discomfort
For new parents, one of the hardest things to understand is what is troubling their baby. Hunger, sleep, a wet diaper or tummy discomfort can often look very similar when crying is the baby’s primary way of communicating.
A baby’s tummy goes through many changes during the early months. While feeding, babies often swallow air, which can lead to gas and discomfort, making burping an important part of the feeding routine. As they grow and begin exploring solid foods, their developing digestive system also needs to adjust to new tastes and ingredients.
For generations, Woodward’s Gripe Water has been used to support little tummies during such everyday digestive discomfort. Its formulation contains Sarjikakshara, which helps neutralise acidity, and Dill Seed Oil, traditionally used to help relieve gas and indigestion.
Woodward’s has been associated with gripe water for more than 175 years. First introduced in 1851, Woodward’s Gripe Water has been part of infant care across generations, even as parenting habits and the way parents seek information have changed.
Woodward’s continues to focus on its role as a time tested gripe water brand, offering parents a gentle and safe solution for everyday infant tummy discomfort. Its long-standing presence in the category reflects the confidence generations of parents have placed in Woodward’s as part of their baby care routine.
This thinking is reflected in Woodward’s latest communication, “Little Tummies Need Little Help.” It comes from a simple insight: while a baby’s curiosity and appetite grow quickly, its little tummy is still learning and developing. During these early months, the digestive system is still immature and sensitive, making babies more prone to gas and tummy discomfort. And that is when little tummies may need a little extra help.
The communication brings this thought alive through a main film featuring a little foodie in the making, supported by three shorter films around everyday tummy care. It is currently live across television, YouTube and Meta platforms.
For Woodward’s, the thought reinforces the brand’s long standing commitment to supporting parents when their babies experience everyday tummy discomfort, through a familiar gripe water solution and clear, accessible communication.
After more than 175 years, Woodward’s continues to strengthen its role as an established gripe water brand, staying relevant to a new generation of parents and their babies’ everyday tummy care needs.
