Research conducted by Rascals and Wakefield indicates that 55% of pregnant women remain preoccupied with forbidden foods and drinks throughout their term. To address this, the brand is inviting nominations for expecting mothers nearing their due dates. Selected winners will have their specific meal cravings delivered directly to them on the day they give birth.

Becca Watts, Global Head of Marketing at ZURU Edge, emphasized that the initiative aims to acknowledge the personal sacrifices of motherhood. The program serves as a direct extension of the brand's focus on the unfiltered realities of parenting. Nominations are open until October 5, 2026, for those looking to participate in the program.

Since its founding by a New Zealand mother, Rascals has expanded into over 30 global markets. The brand currently maintains a strong retail presence in the United States, where it is sold exclusively at Walmart. Having secured the title of Walmart Supplier of the Year in 2025, the company continues to leverage its status as a top-rated diaper brand on social media platforms like TikTok to reach millennial and Gen Z parents.