Australian innovation to revolutionise nappy market
Kimberly-Clark Australia is launching a proprietary innovation
in Huggies Newborn and Infant Nappies, set to revolutionise the
nappy category. This unique 3D UltraAbsorb* layer actually absorbs
and contains babies' runny bowel movements and minimises the spread
within the nappy, leaving their skin noticeably cleaner and more
protected than ever before.
Every year in Australia, 300,000 babies enter the $500million nappy category, over 40% born to first time mums. This innovation will help meet what mum's tell us in research is their toughest
challenge of all - managing their baby's runny bowel movements.
The innovative 3D layer was created in collaboration between Kimberly-Clark Australia, family-owned non-woven textiles company Textor Technologies and the Commonwealth Scientific and Industrial Research Organisation (CSIRO). Aligned with an ongoing strategy of open innovation and working hand in hand with industry in Australia, the CSIRO has funded specialist resources to help develop a first of a kind superabsorbent, soft material for Huggies Nappies.
Director of Textor Technologies Phillip Butler said, 'this is a perfect example of how the innovation process works by linking researchers, such as CSIRO through the Research in Business (RIB) program to Small to Medium Enterprise (SME) to develop the concept, then linking in Multi-National Enterprises (MNEs) so the concept can be taken to market via the multinationals' supply chains.'
CSIRO Group Executive, Manufacturing, Materials and Minerals, Dr Calum Drummond said, "Our role is to help Australian companies compete and succeed in both local and global markets through the delivery of innovative technologies and products. Our ongoing partnership with Textor and Kimberly-Clark is an example of the benefits long-term collaboration and engagement in R&D can bring. This is a prime example of what can be achieved when organisations put innovation at the centre of their business."
Kimberly-Clark has experienced excellent results in consumer research, with parents of newborn
babies consistently impressed with the difference the new Huggies Newborn Nappy with the 3D UltraAbsorb* layer makes with 7 out of 10 mums saying they prefer the new nappy*.
The Huggies brand has a long history of innovating to cater to the needs of newborn babies, which is reflected in its market leading position. Alison Holland, General Manager Baby & Child Care, Kimberly-Clark Australia says of all the innovative consumer led features that have been developed for Huggies Newborn Nappies, this 3D UltraAbsorb* layer is really exciting as it helps mums and dads overcome the challenge of managing runny bowel movement associated with newborn and infant babies before they start having solid foods.
"This is an innovation so unique that we truly believe it will change the game of what a nappy can deliver. We've experienced fantastic results from mums who tested the new nappy, which tells us just how much this innovation will mean to them and their babies," said Holland.
"We're particularly proud of how this innovation has been born locally in Australia through a very successful collaboration between Kimberly-Clark, our long time supplier Textor and the CSIRO," she added.
Consumers can expect to see the new Huggies Newborn size nappies appearing in stores this month and Huggies Infant size from April.
Kimberly-Clark will support the launch with an integrated marketing campaign including TV, print, online, sampling and in store activity encouraging parents to see and feel this amazing new nappy and 'witness the difference' compared to their current nappy.
For further information contact:
Joanna McCarthy, Corporate Communications Manager 02 9963 8732