TORONTO – Canada-based Soft N Dry Diapers Corp has announced the launch of its ‘Tree Free’ disposable baby diapers in Europe.
The international roll-out includes sales and distribution capabilities in France, Germany, and the UK on a white label basis for retailers with the company confirming it is market-ready at scale for its customers across the EU.
The entry of Soft N Dry’s Tree Free disposable baby diapers into the European market marks a significant milestone for the company. Retailers in France, Germany, and the UK can now offer these eco-friendly products under their own house or private label brands, providing a sustainable alternative to traditional disposable diapers.
This move is timely, aligning with the EU’s new Deforestation-Free Regulation (EUDR), which aims to eliminate deforestation-related products from the market, ensuring that baby diapers sold do not contribute to environmental degradation. Manufacturers using tree fibre must comply with the EUDR by January 1, 2025.
Soft N Dry claims it is the only ‘Tree Free ‘disposable baby diaper on the market at scale to excel in product performance attributes and compliance in the new EU Deforestation-Free Regulation (EUDR) era.
Matthew Keddy, CEO of Soft N Dry, explained: “We applaud elected officials and regulators in the EU for taking the bold step in bringing about the new era of tree free disposable diapers.
“It is understood that 10 million trees a year are used needlessly in the manufacturing of baby diapers, and we can now look to innovation as the method to get higher performing products to consumers at lower costs.”
Soft N Dry’s Tree Free diapers are designed with proprietary ecoFlex Core technology, which eliminates the need for tree fibre, offering superior absorbency and comfort while minimising environmental impact.
“They took lead out of gasoline, and that didn't kill the car market, nor did it negatively impact our relationship as consumers with petroleum,” Keddy added.
“We’re confident the global market will embrace our revolutionary tree free diaper and retail partners will thrive with either our own proprietary products or those of other innovative companies who also could be looking to one day provide a diaper solution beyond tree fibres as we have."
In line with its expansion, Soft N Dry has also appointed Alexander Valle Burkert as its new chief technology officer.
Ricardo Santana, president of Soft N Dry de México, added: "We are thrilled to welcome Alexander to our team. His track record of success in bringing new products to market and his deep understanding of the industry will be invaluable as we continue to expand our footprint and enhance our product offerings, with manufacturing and fulfilment for European markets driven by our operations and partners in Mexico."
