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Fuel Bank Foundation teams up with Johnson & Johnson to help protect bath time

March 21, 2023

Fuel Bank Foundation teams up with Johnson & Johnson to help protect bath time Featured Image

Fuel Bank Foundation has teamed up with Johnson & Johnson and Sainsbury’s to launch a new campaign aimed at helping families protect bath time.

Research by Johnson & Johnson reveals that 61% of parents confess to feeling guilty if their child misses a bath, with 54% of those surveyed regularly sacrificing their own bath or shower for their little one to have one. Two thirds (66%) of parents polled said it is more important that their child has a hot bath than they do.

Eighty-six per cent of families said bath time is a very important part of their little one’s routine, with structure (47%) and sleep (72%) being cited as the main reasons. Unfortunately, a quarter (25%) of families polled admitted to only being able to bathe their children three times a week.

To help protect bath time, from 22nd March – 11th April Johnson & Johnson will launch its ‘Buy a bottle, give a warm bath’ campaign, which will help 100,000 families keep bath time priceless. A portion of sales from selected Aveeno Baby & Johnson’s Baby products across Sainsbury’s stores and online will be donated to the Fuel Bank Foundation, a charity committed to helping homes in fuel crisis with financial support and practical advice.

The Fuel Bank Foundation is all too familiar with the need for such support, with demand for its services at an all-time high. In the past year, the charity issued nearly four times as many fuel vouchers as the previous year, helping 225,000 people, including 96,000 children. Fuel Bank’s own research revealed that 78% of people ration heating and hot water at least once a week.

Matthew Cole, head of Fuel Bank Foundation, said: “Johnson & Johnson’s research reflects what we are seeing and hearing at our Fuel Bank centres across the UK. Parents genuinely fear not being able to do the everyday things, like giving their baby a warm bath before bed, just because they don’t have the money to top up their prepayment meter.


“The amazing support of Johnson & Johnson and Sainsbury’s will enable Fuel Bank Foundation to provide warm baths and snuggly towels to parents and babies up and down the country, who otherwise would go without.”
Matthew Cole, Head of Fuel Bank Foundation

Hannah French from Johnson & Johnson says: “We know that bath time is an essential part of a family’s everyday routine, especially with smaller children. Bath time is also a wonderful bonding time for families, helping everyone to prepare for a good night’s sleep.

“Our research shows when bath time is missed, the routine is disrupted and children can find it harder to settle. This can create a knock-on effect for the whole family, causing stress and anxiety for parents who are already juggling the trials and tribulations of parenthood."
Hannah French, Johnson & Johnson

“We are teaming up with the Fuel Bank Foundation and Sainsbury’s to help protect the UK’s bath time and help keep every parent in their all-important everyday routines.”