Pioneering Sustainable Solutions in Baby Care
Soft N Dry Diapers Corp. (“Soft N Dry” or “SDC”) has unveiled its groundbreaking Tree-Free disposable baby diapers in Europe, offering an eco-conscious alternative to traditional diapers. The launch spans France, Germany, and the UK, where these innovative products will be available under white-label partnerships with retailers. This expansion aligns with the European Union’s Deforestation-Free Regulation (EUDR), setting new environmental standards for disposable diapers sold in the region.
Under the EUDR, which takes full effect on 1 January 2025, manufacturers using tree fibre must comply with strict regulations to ensure their products do not contribute to deforestation or climate degradation. Soft N Dry’s Tree-Free diapers not only meet these requirements but also set a benchmark for performance and sustainability.
Eco-Friendly Innovation at Scale
The entry of Soft N Dry into the European market represents a major step forward in the company’s global mission to revolutionise baby care. Retailers across France, Germany, and the UK can now offer these top-performing, eco-conscious diapers through their own private label lines.
Soft N Dry’s ecoFlex Core technology eliminates the need for tree fibre, delivering superior absorbency and comfort while significantly reducing environmental impact. By embracing this innovation, the company is poised to redefine the diaper market in an era where sustainability is paramount.
Matthew Keddy, CEO of Soft N Dry, stated: “We commend the EU’s initiative in enforcing the Deforestation-Free Regulation. With our Tree-Free solution, we’re proving that innovation can drive superior performance without harming the planet. Just as removing lead from petrol didn’t disrupt the car industry, this shift will strengthen the baby care market. Our revolutionary diapers offer retailers an exceptional opportunity to provide sustainable solutions while enhancing their customer offerings.”
Strengthening Leadership with Alexander Valle Burkert
To support its European expansion, Soft N Dry has appointed Alexander Valle Burkert as Chief Technology Officer (CTO). Alexander brings extensive experience in product development and operational scaling within the baby care industry. His appointment underscores the company’s commitment to innovation and growth.
Ricardo Santana, President of Soft N Dry de México, welcomed the addition: “We’re thrilled to have Alexander join our team. His expertise will be invaluable as we expand into European markets and continue delivering high-performance, sustainable products. With our manufacturing and fulfilment capabilities driven by operations in Mexico, we’re well-positioned for this next phase of growth.”
Advancing a Sustainable Future
Soft N Dry’s Tree-Free diapers not only comply with the EUDR but also cater to increasing consumer demand for environmentally friendly products. By prioritising sustainability without compromising performance, the company has positioned itself as a leader in the eco-friendly diaper market.
Alexander Valle Burkert shared his enthusiasm for the role: Being part of Soft N Dry during such a pivotal moment is an incredible opportunity. I look forward to driving innovation, expanding our product portfolio, and supporting our retail partners in meeting their customers’ evolving needs.”
As Soft N Dry makes its mark in Europe, the company continues to champion a greener future, proving that sustainable innovation can shape the next generation of baby care.
