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Baby Bundles

Llywodraeth Cymru / Welsh Government

This public procurement record has 5 releases in its history.

Award

27 Aug 2026 at 16:31

UK7 - Contract Details Notice
Award

02 Jul 2025 at 11:08

UK6 - Contract Award Notice
Tender

02 Apr 2025 at 12:06

UK4 - Tender Notice
Planning

13 Mar 2025 at 08:48

UK3 - Planned Procurement Notice
Planning

11 Mar 2025 at 16:36

UK2 - Preliminary Market Engagement Notice
Summary of the contracting process

The Welsh Government’s Baby Bundles programme provides a free “welcome to the world” package to new and expectant parents living in core Flying Start areas in Wales. The requirement covers a managed service combining baby-care products and clothing with graphic design, promotional activity, printing, packaging, fulfilment and parcel delivery. It therefore suits providers able to coordinate product supply and a complete packing and distribution operation, rather than a single-product supplier. The service supports delivery across Wales and includes the social purpose of helping families during a child’s first months. The Welsh Government is the buying organisation, with the programme managed through its corporate procurement function in Cardiff.

The procurement is complete and was awarded to Allied Publicity Services (Manchester) Limited on 30 June 2025 following an open procedure. Eight bids were received, with six reaching the final stage. The single lot was evaluated on technical quality at 60%, social value at 20% and price at 20%. The award value is £9,375,000 excluding VAT and £11,250,000 including VAT. The contract was signed on 16 July 2025 and runs from 1 August 2025 to 31 October 2030. The contract value is £9,374,999.97 excluding VAT and £11,250,000 including VAT. The contract is active. Monthly measures cover right-first-time delivery and on-time delivery, with customer satisfaction measured every three months.

This award shows demand for an end-to-end public service combining the sourcing of baby-care goods and clothing with design, promotional production, printing, packaging, fulfilment and delivery to families across Wales. A credible future competitor would need the capacity to manage these linked activities reliably at national scale, with robust supply-chain control and distribution arrangements. The evaluation shows that technical delivery capability and social value matter more than price alone. Relevant strengths would include experience assembling and dispatching multi-product family or household packages, quality assurance, dependable delivery performance and systems for measuring customer satisfaction. Suppliers should also be able to work with social enterprise partners and protect the social value outcomes expected by the Welsh Government.

How relevant is this notice?

Notice Information

Notice Title

Baby Bundles

Notice Description

Baby bundles is a Welsh Government initiative to provide a 'welcome to the world' gift, comprising of a range of products for the child's first months. The bundle will be provided free of charge to all new and expectant parents residing in core Flying Start areas within Wales. Since the initial contract award: Following mobilisation of the Baby Bundles programme, registration and delivery volumes have been significantly lower than originally anticipated. The contract includes social value commitments delivered through social enterprise partners responsible for the processing of registrations and fulfilment of Baby Bundles. Lower than forecast demand has reduced activity levels and associated income for these delivery partners, creating a risk to operational capacity and continued delivery of the social value outcomes evaluated as part of the original procurement. The modification introduces a temporary management fee, set at 75% of the agreed average monthly cost for the relevant fulfilment activities, to maintain delivery capacity and support continuity of service during this period of lower demand. The arrangement is temporary, subject to ongoing monitoring and review, and will cease once agreed delivery thresholds are achieved. The overall nature and purpose of the contract remain unchanged.

Planning Information

A virtual market engagement event is due to take place on Microsoft Teams at 2pm on Tuesday 25th March 2025. To register your interest and receive an invite for this event, please email babybundles@gov.wales If you are unable to attend, slides can be shared and feedback received via email up to 28th March 2025. Please let us know if you would like to receive a copy of the slides, by contacting the baby bundles mailbox.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-04ebcb
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/081937-2026
Current Stage
Award
All Stages
Planning, Tender, Award

Procurement Classification

Notice Type
UK7 - Contract Details Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Open
Procurement Method Details
Open procedure
Tender Suitability
SME, VCSE
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

18 - Clothing, footwear, luggage articles and accessories

33 - Medical equipments, pharmaceuticals and personal care products

64 - Postal and telecommunications services

79 - Business services: law, marketing, consulting, recruitment, printing and security

CPV Codes

18411000 - Baby clothing

33750000 - Baby care products

64121200 - Parcel delivery services

79342200 - Promotional services

79810000 - Printing services

79822500 - Graphic design services

79823000 - Printing and delivery services

79920000 - Packaging and related services

Notice Value(s)

Tender Value
£9,375,000 £1M-£10M
Lots Value
£9,375,000 £1M-£10M
Awards Value
£9,375,000 £1M-£10M
Contracts Value
£9,374,999 £1M-£10M

Notice Dates

Publication Date
27 Aug 20262 weeks ago
Submission Deadline
14 May 2025Expired
Future Notice Date
2 Apr 2025Expired
Award Date
30 Jun 20251 years ago
Contract Period
1 Aug 2025 - 31 Oct 2030 Over 5 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Complete
Awards Status
Active
Contracts Status
Active

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
Llywodraeth Cymru / Welsh Government
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
CARDIFF
Postcode
CF10 3NQ
Postcode Area
Cardiff
Country
Wales
Major Region (ITL 1)
TLL Wales
Basic Region (ITL 2)
TLL5 South East Wales
Small Region (ITL 3)
TLL52 Cardiff and Vale of Glamorgan
Delivery Location
TLL Wales
Local Authority
Cardiff
Electoral Ward
Cathays
Westminster Constituency
Cardiff South and Penarth

Supplier Information

Number of Suppliers
1
Supplier Name

Allied Publicity Services (Manchester) Limited

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts.

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