US FMCG firm Heinz has launched an exclusive card collection with Moonpig to celebrate the ‘rollercoaster’ first year of partnering.

Launched earlier this week, the card collection is available exclusively via the Moonpig website and features seven ‘Smilestones’ of early parenthood inspired by a Heinz survey of 1,000 real-life parents and carers.

Acording to the survey, some of those ‘Smilestones’ are: nodding and smiling while receiving unwanted baby advice, the first time you get five hours’ uninterrupted sleep, the first public ‘poonami’,  laughing and/or crying with your baby together at the same time and when your baby smiles for the first time but it’s actually gas.

Both brands are also inviting parents to share these ‘Smilestones’ over social media to come in with a chance of winning a week’s worth of Heinz products and a £100 Moonpig voucher.

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“Our first ever card collection celebrates the messy reality of new parenting, and we know that many new parents and carers will be able to relate, because let’s face it, there’s no such thing as perfection when it comes to new parenthood,” Heinz Family marketing executive, Manya Gupta said.

“We’re delighted to team up with Moonpig to launch the collection – the relatable and funny humour of their cards felt like the perfect fit to tell the story of the first year of parenting! We hope our cards will bring new parents joy and show them that they’re not alone, we understand and we’re all in it together.”

Moonpig senior cards design manager, Dale Boreham added: “The Smilestones card range was a great opportunity for us to shine a light on some of the more “real” parenting milestones and gave us the chance to create a range of fun & relatable cards.

“We hope that the likes of the poonami card design or Chundersaurus-rex card will resonate with new parents whilst also bringing back some funny memories to all those who shop the range”.