This month’s news that diaper upstart Hello Bello was opening a diaper manufacturing facility in Waco, TX, was significant in its impact on the U.S. diaper market. The diaper brand, which was started by Kristen Bell and Dax Shepard, amongst others, is the first independent diaper company in the U.S. to manufacture its own diapers from design to delivery. While new independent diaper brands are popping up regularly these days, they have all been produced by experienced contract  manufacturers with diaper experience…until now.

This new diaper distribution and manufacturing factory represents Hello Bello’s multi-million dollar investment in U.S. manufacturing. Creating nearly 200 new jobs for the region, the made-in-the-USA factory will provide greater sustainability (in production and distribution), best-in-class quality control and will keep costs low for the consumer. The decision to open and operate in Waco is based on the location’s central geography for its direct-to-consumer customers, retail and premium supply partners; providing logistical efficiencies and significant reduction in freight. Hello Bello plans to source a majority of raw materials from local and regional premium U.S. supply partners which will improve reliability, flexibility and cost efficiency, ultimately improving the company’s overall carbon footprint.

Hello Bello, was introduced in 2019 as a new collection of expertly formulated, plant-derived baby necessities that gave parents an alternative to traditional diaper and baby care brands. Initially launched exclusively at Walmart stores nationwide, on Walmart.com and HelloBello.com, the brand is one of many that have catered to parents’ need for alternative ingredients and cleaner products than traditionally seen on the diaper market since the Honest Company started the trend over a decade ago.

The success of these alternative brands have largely been attributed to social media campaigns that have targeted certain consumer groups and e-commerce efforts that have aided in distribution efforts. Companies like Honest and Hello Bello have been credited in shaking up the disposable baby diaper market where once parents had a choice between a handful (or less than a handful) of national brands and a few inferior private label brands. Not only have these new entries proven that there is strong demand for innovation in the baby diaper market, in some cases high price brands have proven parents are willing to open up their wallets for these products.

However, entry into the disposable baby diaper market is tough and producing these products is even tougher. Companies like Honest were able to be successful with the help of experienced producers with knowledge not just of manufacturing but also distribution and market development. Independent brands have relied on the experience of global baby diaper companies who are able to offer the absorbent hygiene know-how to create a product that not only speaks to the needs of the consumer and the philosophy of the diaper brand but is also a safe and effective product.

The entire diaper supply chain will surely be watching Hello Bello’s latest venture to see how well this company transitions from sourcing its diapers to making them themselves. If successful, these efforts will surely be followed by others.


Karen McIntyre
Editor
kmcintyre@rodmanmedia.com