In my second goodie bag (late pregnancy) I got a pack of 22 Size 1 Pampers nappies, big pack of Pampers baby wipes, loads of little sample pots of things like moisturiser and sudocrem, two slow feeding baby bottles (Tommy Tippi and Philips Avent) and a newborn-size dummy. There was also a coupon for a free pack of Always postpartum disposal knickers (usually £10) - but it can only be redeemed in Morrisons or Sainsburys.
Admittedly the first bag (early pregnancy) was not as good, mostly marketing leaflets, discount coupons (some very good deals, but not for me), a blister pack of Pregnacare, and some Always sanitary liners.
My midwife put me onto it, basically you sign up to marketing emails on Emma's Diary and get two vouchers you can print off in return. These can be redeemed in-store in either Boots or Argos. The emails are going straight into my spam folder so they are not bothering me, but you could unsubscribe if you are not as lazy as I am.
Just thought I'd share the word because this has been a big boost for my hospital bag!