Good Housekeeping UK, Britain’s biggest circulating women’s lifestyle magazine brand, has today announced it will be expanding its state-of-the-art product testing into the world of parenting, with the Good Housekeeping Institute (GHI) Parenting Awards set to launch in October 2024.

The Awards will champion the best products available to parents, spanning everything from nappies and wipes to cots and prams. All products nominated for an award will have been put through the GHI’s rigorous testing processes, evaluated by a mixture of both industry experts and a consumer panel to determine efficacy and value.

The launch of the new testing vertical comes as the GHI celebrates its 100^th anniversary in the UK, building on a century of specialised expertise and consumer trust that now sees more than 3,600 products tested every year at its specialist facility in south-west London.

The GHI’s Parenting Awards and trusted accreditation aim to help families make informed product purchases at a time they need it most.

Laura Cohen, Head of Accreditation at the Good Housekeeping Institute, said: “We’re excited to be expanding into parenting this year, as we celebrate 100 years of testing in the UK. We know that choosing the right pram or cot can be really overwhelming and costly, particularly for new parents. Likewise, with so many products hitting the market, it can be challenging for high performing products and brands to get the cut through they deserve. The aim of our new Parenting Awards isto help consumers make the right choices when purchasing products through the knowledge that they can trust our awards process.

“Data here at Hearst UK shows that parents with children under the age of 16 are a third more likely to say that product reviews have a major influence on purchasing decisions than the average consumer. We’ve seen this first hand with the GHI Approved endorsements over the years, and are now looking forward to working with the most innovative and exciting brands in the parenting space.”

In launching the new vertical, the GHI is working with parenting expert Sally J. Hall, who has written extensively on pregnancy, birth and the health and development of both pregnant mothers and their babies. Boasting an in-depth knowledge of the parenting world that has seen her editing Emma’s Diary and Bounty and publishing B Baby Magazine, Sally has tested thousands of products geared to make parents’ lives easier.