Kimberly-Clark Corporation has launched of Huggies Pure & Natural diapers, a super premium diaper that includes natural, organic materials and ingredients to provide gentle protection for new babies, as well as initial steps toward environmental improvements, without sacrificing performance. The new Huggies Pure & Natural diaper is hypoallergenic, latex and fragrance free and features a breathable outer cover that includes organic cotton. The liner includes natural aloe and vitamin E and materials from renewable sources, and the product’s outer packaging is sourced from 20% post-consumer recycled materials. The new diaper will be offered in 6 sizes, from newborn to size 5.

K-C expects the Huggies Pure & Natural diapers will help the brand build inroads with those moms who are most interested in products that include natural materials to provide the best care for their babies. According to a K-C consumer research study, the moms surveyed expressed a strong interest in purchasing Huggies brand diapers that included organic and natural materials.

“The new Huggies Pure & Natural diaper is designed for moms who desire to provide their babies the best and most gentle care without sacrificing comfort and protection, while using a product that includes organic and natural materials,” said Robert Thibault, president of Kimberly-Clark’s North American Infant, Baby & Child Care business. “This innovative Huggies brand diaper offers delicate protection for baby, along with the increased use of renewable materials, ushering into the category a new disposable diaper that delivers the utmost in performance and care along with steps toward environmental improvements.”

In other news, K-C is rolling out a new Huggies brand rewards program— Enjoy the Ride Rewards——offering Huggies consumers chances to earn valuable rewards, win instant prizes, and more.