Fairy Power of Soft

Many mums start out with Fairy Non Bio to provide great softness next to baby’s skin. But once you’re a mum, you never stop caring! That’s why many mums choose to stay with Fairy Non Bio.

Fairy Non Bio gives you amazingly clean clothes, soft towels and bedding, all with that gentle feeling of softness next to precious skin.

Fabric Softener: Adding even greater softness to your wash, just one capful of Fairy Fabric Softener keeps the little ones, and no-longer-so-little ones, safe and snug. Whether it’s for softer towels at bathtime, cosier covers for bedtime, or more comforting clothes when they are out and about, Fairy helps you care for your family.

Gel: Everyone loves the convenience of Fairy Non Bio Gel. It packs all that huggable softness into one little bottle, complete with its own dosing cap. Pop a precise little squeeze of gel into the cap, then add that direct to your wash. You’ll soon be marvelling at the wonderful softness and sparkling cleanliness of every load.

Key outtakes from the survey of 1500 mums, as carried out by Mumsnet:

•             Almost 60% spent at least a quarter of their entire day cuddling their new born

•             74% of new parents most savoured “cuddle time” over any other moment in the day.

•             15% of parents with a baby aged 0-6 months  found only an hour or less a day between chores and other pressures to enjoy cuddle time

•             The number one piece of advice from more experienced parents to new mothers was to “forget the little things because time flies and you can’t get it back”.

•             70% of parents with babies 9 months+ said that the one thing they would have done differently as a new parent was spending more time cuddling their baby.

More than two thirds of parents say the one thing they would have done differently is spend more time cuddling

 70% of parents wish their child would stay new born for longer


Its recent research found that cuddle time is deemed so precious by new mums, that 73% of respondents with babies 9 months and under savoured those new born cuddles more than any other moment with their baby. 70% also wished baby could stay a new born for longer, just so they could enjoy the power of those super soft cuddles.

Parents could even identify their perfect cuddle; 44% said their favourite type of cuddle is when baby snuggles right up into their neck and a quarter agreed the best time of the day for cuddles was early in the morning, when baby has just woken up.

The survey findings revealed that experienced parents are even more appreciative of how fleeting time with new borns is. 70% of parents with children between 9 months to 4 years old confessed that the one thing they would like to go back and do differently as new parents, was spending even more time cuddling their baby. Mothers said they would  give up Facebook (73%), sacrifice chocolate (70%), and swap spending time with their partner (30%) to go back and have just one more precious cuddle with their new born.

Anastasia Roumelioti from Fairy Non Bio comments, “We understand that baby’s first few months are incredibly precious for both mother and child.  Fairy Non Bio is helping to make every embrace as special as possible by leaving the baby’s clothes super soft. We know time is fleeting and so are encouraging mums to spend as much time cuddling with their new born as possible. This is the power of softness: unlocking the memory of the perfect, soft cuddle before time takes it away.”

The findings also reinforced how tough it is to be a new mum with respondents who are parents of young babies agreeing that it’s easy to become preoccupied by other ‘jobs’ which encroach on precious cuddle time. Cleaning the house (83%), working yourself back into pre-pregnancy clothes (69%) and getting baby into a strict routine (62%) were listed as the biggest demands on new parent’s time.

But even though 15% of parents with a baby aged 0-6 months  found only an hour or less a day between chores and other pressures to enjoy cuddle time, almost 60% spent at least a quarter of their entire day cuddling their new born.

With the power of hindsight, the number one piece of advice from parents with children 9 months+ was to forget the little things, such as staying on top of the housework, because time with your new born soon flies and you can’t get it back.


Other top advice to new mums from the Mumsnet survey, included:


1.            Mummy knows best even when she thinks she doesn’t

2.            Try not to be super mum

3.            You can’t spoil your baby with cuddles

4.            Sleep when the baby does

5.            Housework can wait

6.            Take a ‘baby moon’

7.            Don’t compare yourself to other mothers – every baby is different

8.            Trust your instincts

9.            Treasure every moment

10.          If you thought you were in love before you had a baby – wait till you meet your baby!

Fairy Power of Soft

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