The app was launched on Friday, 6 March. The Purity Journey Journal App aims to provide parents with everything that they need when it comes to parenting.

This includes reliable information and advice from Purity's panel of experts that includes:

  • a paediatrician 
  • a dietician
  • a psychologist 
  • a gynaecologist
  • a financial expert, and
  • a dad coach.
According to the brand, 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 them an experience that has been tailored to their children's' respective stages of development.

Through a partnership with Hello Doctor, the app provides parents with access to 24/7 medical support, while the journal feature of the App enables parents to capture their unique journey, as well provide information and solutions to answer 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.
The team at Purity says, "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 [the] app launch," says Mpho Toolo, managing director of Tiger Brand's Baby Division. "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," concludes Toolo. 

Personalities Thapelo Mokoena, Loot Love, Tshepi Vundla and Roxy Burger are some of South Africa's parents who have so far shared a glimpse of real-life activities and daily ventures with their children. The four personalities are encouraging young families to be "hopeful, optimistic and confident in raising their own children". 

Purity has also announced that it will be offering selected parents, who have signed up and have engaged with the app, will stand a chance to be treated to a luxury day of pampering. 

For more information, visit www.purityapp.co.za or contact purityapp@purity.co.za.