Soft N Dry launches tree-free diapers in Europe, appoints new CTO

Soft N Dry Diapers Corp. is set to launch its tree-free disposable baby diapers in Europe, with sales and distribution in France, Germany, and the U.K. The company will offer these products on a white-label basis, allowing retailers to market them under their own brands. This move aligns with the EU’s new Deforestation-Free Regulation (EUDR), which mandates that all disposable baby diapers sold in the EU must not contribute to deforestation or climate degradation. Diaper manufacturers utilizing tree fibers are required to comply with this regulation by January 1, 2025.

The introduction of Soft N Dry’s tree-free diapers marks a significant development for the company. Retailers in the target countries can now provide a sustainable alternative to traditional diapers. The company is currently the only brand offering tree-free disposable diapers on a large scale that meets both high performance standards and EUDR compliance.

Matthew Keddy, CEO of Soft N Dry, praised the EU for its regulatory measures, stating: “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. 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. 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 fibers as we have”.

In conjunction with its European expansion, Soft N Dry has appointed Alexander Valle Burkert as the new chief technology officer (CTO). Burkert, who brings extensive experience in product development and scaling operations in the baby diaper sector, will play a crucial role in advancing innovation and ensuring continued high performance of the company’s products.

Ricardo Santana, president of Soft N Dry de México, expressed enthusiasm about Burkert’s appointment, saying: “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 fulfillment for European markets driven by our operations and partners in Mexico”.