Bounty wants the site to overtake the current market leader, . In addition to the investment, from April this year will also be promoting via the 1.3m Bounty packs that are distributed each year to pregnant women and new mums.
, which launched in October 2008, attracts about 5,000 unique users each month and an average dwell-time of 10 minutes. It is aimed at expectant and first-time dads of babies aged up to six months.
Some of the site's new content has already gone live and includes the "Chris Bourne's journey into fatherhood" blog, a gadgets section hosted by Jason Bradbury from Five's 'Gadget Show' and advice from columnist Matt Wyman.
James Gover, business development director at Bounty, said: "In response to user feedback, we are committed to evolving our dads' content to ensure that we meet the currently unmet online wants and needs of expectant and new fathers.
"With this significant investment and Bounty's unique ability to mobilise the UK population of expectant mums into helping drive their partners to the site, we are confident that Newdadssurvivalguide.com will quickly become the number one site and a household name amongst Britain's new dads and dads-to-be."
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