From generation to generation, PURITY has been an integral part of South African families and continues to bring essential nutrition, care, quality and support needed for raising happy and healthy children.  The baby brand known for producing a range of products, is excited to launch a free parenting App specifically designed to help parents through every milestone from pregnancy through to their little ones’ formative years. Launching on 6 March 2020, the PURITY Journey Journal App will provide parents with everything they need when it comes to parenting; with reliable information and advice from PURITY’s panel of experts which include a paediatrician, dietician, psychologist, gynaecologist, financial expert and a dad coach.

What makes the App unique is that it has been developed by South African experts to specifically address the challenges and questions of South African parents and offers moms and dads an experience that has been tailored to their little ones’ stage of development. Through a partnership with Hello Doctor, the PURITY App provides parents with access to 24/7 medical support, while the journal feature of the App enables parents to capture their unique journey and, in turn, provide information and solutions to answer all of your parenting questions. Other features include emergency contacts on dial, articles and recommendations by medical experts and a tracker to document every stage of your child’s development.

Whether you’re pregnant, have given birth or have a pre-schooler, PURITY continues to partner with all parents in realising the full potential of their little ones. “We are very happy with today’s App launch. This is the culmination of two years’ work. We spent many hours talking to parents, trying to understand their challenges along the parenting journey. We also poured over local as well as international materials aiming to see how these were providing the required assistance. We are extremely proud of the end product and we trust that our parents will find that this is the answer they have been looking for,” says Managing Director of Tiger Brand’s Baby Division, Mpho Toolo.

Personalities Thapelo Mokoena, Loot Love, Tshepi Vundla and Roxy Burger are some of South Africa’s favourite parents who share a glimpse of real-life activities and daily ventures with their little ones.  Through documentation of adorable, educational and engaging content of parenthood, the four are empowering young families to be hopeful, optimistic and confident in raising their own children. The PURITY Journey Journal App has partnered with the mothers and father, to share how the free parenting App better guides and assists in managing their schedules.

PURITY will be spoiling parents by giving them some time off their busy days. By signing up and engaging with the APP, selected parents will stand a chance to be treated to a luxury day of pampering.

You can sign up to begin your journey with PURITY at www.purityapp.co.za

For assistance with the App, contact purityapp@purity.co.za