This is an innovation so unique that we truly believe it will change the game of what a nappy can deliver
(PRWEB) March 15, 2013
Kimberly-Clark, in collaboration with Textor Technologies and the CSIRO, launches proprietary innovation, a revolutionary 3D absorbent layer in Huggies Newborn and Infant Nappies.
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 $500 million nappy category, over 40% of who are 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 bowl movement associated with newborn and infant babies before they starting having solids.
“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 / 0412 162 152
Kimberly-Clark is an innovative health and hygiene products company that most Australians come into contact with every day. Major brands Kleenex®, Wondersoft®, Viva®, Thick & Thirsty®, Huggies®, Snugglers®, Poise®, Depend®, Kotex® and [U] by Kotex®.
Kimberly-Clark Australia employs over 1,650 people and has annual sales revenue of approximately $1 billion.