Soft N Dry launches new tree-free ecoSoft diapers in California

Soft N Dry has announced the launch of its new eco-friendly diapers in California, now available through its white-label customer, ecoSoft Diapers & Materials. The new ecoSoft brand aims to offer a sustainable alternative for baby products, meeting retailers’ demand for more environmentally friendly options.

Globally, approximately 10 million trees are used annually in the production of disposable diapers. However, the new ecoSoft diapers, known as “tree-free”, stand out for their commitment to reducing environmental impact by eliminating the use of tree fibers. California is known for setting trends in eco-friendly products, with the potential to shape retail standards across the country.

“We are thrilled with our white label partners’ launch of their ecoSoft brand in California, a state known for its leadership in eco-friendly initiatives and forward-looking consumers. Capturing market share and mindshare in the new ‘Tree-Free Diaper’ category is crucial for Soft N Dry as we continue to innovate and lead the segment encompassing a US$60 billion disposable baby diaper market,” stated Matthew Keddy, CEO of Soft N Dry.

“Our advanced materials not only offer improved dryness and comfort for babies but also deliver cost savings for parents. We hope that California legislators will follow the leadership of their EU counterparts and introduce measures to also remove trees from baby diapers with a similar California version of the recently announced Deforestation-Free Regulation (EUDR), effective Jan 1st, 2025, in Europe,” he added.

Ricardo Santana, chairman of ecoSoft, concluded: “Meeting the growing consumer demands in California with superior diapers that advance the green agenda and save families money is a priority for ecoSoft. Our diapers are designed and manufactured in Mexico in partnership with Soft N Dry, ensuring high quality and sustainability. We are also excited to offer ecoSoft diapers to retailers in Mexico”.