Procter & Gamble is reportedly refreshing the Always feminine care line by rolling out Always Pure and Clean, which adds “and Clean” to the Pure logo, according to a report in Brand Cannel. P&G is also using the Pure sub-brand to roll out a line of natural baby diapers and wipes and it seems the consumer products company is creating its own Pure sub-brand multiple categories to refresh products with “better for you” features and messaging about being free of chlorine bleaching, dyes and fragrances.

Industry watchdogs feel that these latest introductions respond to several market factors including competition from Amazon.com and criticism that it has not kept up with consumer demands.

“Parents rightfully expect it all, and yet when it comes to the diapers and wipes category, many have been forced to compromise,” said E. Yuri Hermida, P&G NA VP Baby Care said regarding the baby diaper and wipes launch.

“We’ve talked to thousands of parents and heard that while today’s natural category diaper and wipe options provide certain qualities parents desire, they struggle to find a product that delivers the leak protection, style, and features they’re looking for in one complete package. In fact, of the 57% of moms who use natural products for their babies, only 3% buy natural diapers most often. We’re excited to extend our product offerings with our new Pampers Pure Collection to provide parents another trusted option for their babies.”