Kimberly-Clark is launching North America’s first slip-on disposable diaper that slides on just like underwear. Huggies Little Movers Slip-On diapers will be available in sizes three to five this August in North American retailers.
The diapers feature an innovative design with stretchy sides to deliver quick changing and a close, comfy fit, while offering the trusted leakage protection moms have come to know and expect from the Huggies brand. The easy-open sides and finger tabs also allow for simple removal and disposal.
"No doubt it is a challenge for parents to change diapers when babies are constantly twisting and turning," said Bob Thibault, president of K-C’s North American baby and child care brands. "In fact, according to a recent consumer study conducted by the Huggies Brand, more than 60% of moms say their baby is very active and struggles to get away during a diaper change."
According to Mr. Thibault, for years parents have been locked in a struggle to convince their little bundles of energy to stay still during diaper changes. Whether a little one is lying down or standing up, the stretchy sides of the new Huggies Little Movers Slip-On diapers will let a parent quickly slide the diaper on for a fast and easy change. "These diapers are made for active babies, so they remain dry during their squirmy fun," he added.
In addition to the North American launch, K-C will introduce the new Huggies diaper innovation in several other countries beginning in August.