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Haygarth already holds Heinz's CRM business, having been appointed to the account last year.

Heinz aims to become one of the leading branded baby clubs in the UK and mothers' favourite source of infant feeding and nutritional information and advice.

Haygarth has already started work on a new version of the website. as well as search engine optimisation (SEO).

The website development will include user-generated content, asking mums for their opinions and top tips, an "Ask the expert" section and recipes, all of which are designed to create a more interactive experience for visitors to the site.

The site will also include online polls and more user-friendly navigation.