AALST - Health and hygiene company Ontex has launched a new baby swim pants line based on its growing baby pants manufacturing platform HappyFit. Ontex says it has designed the swim pants to remain comfortable in water without swelling whilst also staying in place with the use of side elastics.

According to Ontex, the baby pants made on the HappyFit platform have been submitted to numerous panel tests around Europe and collected positive feedback in key values, like ‘fit’, ‘leakage rate’ and ‘softness’.

“Our engineers’ expertise in hygiene materials and our existing manufacturing platform have created a product line that helps retailers grow their popular baby pants offering, while families can enjoy time in the water without breaking the bank,” said Annick De Poorter, chief innovation & sustainability officer at Ontex. "This is what innovation at Ontex is all about: partnering with retailers to develop affordable quality products."

According to Euromonitor, baby pants are expected to continue to drive the category growth over the next four years. Meanwhile, reduced purchasing power pushes consumers to make smart choices, boosting the market share of baby care retailer brands, many of which are produced by Ontex.

Ontex outperformed the growing disposable pants market in 2022 and continued to grow sales with double-digits during the first nine months of 2023.

"Ontex’s baby swim pants, as well as recently announced feminine care, baby and adult care innovations demonstrate how Ontex’ focus on its core business is enabling the company to deliver innovation faster," De Poorter added. "Faster innovation is part of Ontex’s strategic vision to be the number one partner to the retail and healthcare sectors in Europe and North America."