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The company boasts having “qualified doctors and nurses” among its healthcare professionals and lists lots of scientific-sounding bumf.

It's a cardboard box filled, not with marketing bumf, but with truly useful things for the baby's first few weeks.

Liberal Democrat leader Kirsty Williams criticised the programme document as "pages and pages of self-congratulatory bumf with little meaning or use to assembly members or the people of Wales".

"On the island in the middle of the pool a single seedling grows," the garden's designer Jo Thompson explains in the bumf.

The marketing bumf blinds you with a pseudo-science of shock absorption.