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'We're on to a bargain here, baby'

An Irish App aims to alert mums and dads to supermarket special offers on baby products via their smartphones.

BabyDoc, launched by model Sarah McGovern with her daughter Robyn (above), will help consumers save time and money by showing them what savings they can make on baby product purchases, according to their location and product preferences.

The free app shows special offers across all baby supplied categories - from nappies, wipes and food, to milk, drinks, toiletries and accessories.

It's part of the MyDealDoc range founded by former KPMG accountants Mike Morrissey and David Keenaghan. Their TippleDoc App features alerts on alcohol offers and has been downloaded 300,000 times.