Soft N Dry announces the appointment of Dr. Tanja Hacker to its Board of Advisors

Soft N Dry Diapers Corp.™, globally recognized for its tree-free disposable diapers, has announced the appointment of Dr. Tanja Hacker to its Board of Advisors. An expert in retail and sustainability, she brings extensive experience to drive the company’s growth in Europe, focusing on innovation, supply chain optimization, and environmentally responsible practices.

Founder and CEO of the consulting firm Retail Experts Group, Dr. Hacker previously held leadership positions at major retailers, including Vice President at Lidl and General Manager at Aldi Nord. In these roles, she was instrumental in expanding private label programs and boosting profitability in the competitive discount retail sector.

“We are delighted to welcome Dr. Hacker to our Board of Advisors”, said Matthew Keddy, CEO of Soft N Dry. “Her vast experience in working with market share leading hard discount retailers and her proven track record in private label growth will be a tremendous asset to Soft N Dry in Europe. Dr. Hacker’s unique insights will help Soft N Dry align our innovative TreeFree Diaper™ product line, including the newly launched econoLiite Core™ to meet the growing needs of retail partners in Europe”.

PRIORITIZING SUSTAINABILITY AND ENVIRONMENTAL COMPLIANCE

With the European Union Deforestation Regulation (EUDR) set to take effect in 2025, Dr. Hacker’s arrival underscores Soft N Dry’s strategic position in delivering solutions that meet regulatory requirements and consumer expectations. In addition to supporting the company’s expansion in Europe and the UK, she will contribute to Soft N Dry’s mission of leading the market with accessible, high-performance, and environmentally responsible products.

“I’m pleased to join Soft N Dry’s Board of Advisors at such a transformative time”, said Dr. Hacker. “Soft N Dry is redefining sustainability in the disposable baby diaper industry, and I’m eager to leverage my experience to help the company, its OEM and discount retail partners succeed in the rapidly evolving marketplace.”

The Retail Consumer Connection Program, Soft N Dry’s flagship initiative, is designed to address growing consumer demand for eco-friendly products in discount retail. Key benefits for retailers include:

• Attracting sustainability-focused consumers: Tree-free disposable diapers, such as the TreeFree Diaper™, enhance the sustainable positioning of private labels;
• Boosting margins with high efficiency: The econoLiite Core™ technology offers superior performance at a competitive cost;
• Turnkey integration: Comprehensive solutions for private labels, enabling rapid market entry;
• Guaranteed EUDR compliance: Mitigation of regulatory risks and strengthened sustainability credentials.