A new kind of feminine hygiene product that protects women against light to moderate accidental bowel leakage (ABL) has been selected as the 2014 Visionary Award winner by key industry executives from major consumer product companies and their supply chain.

Butterfly Body Liners was selected from four finalist products as the most innovative new consumer product using nonwovens by hundreds of attendees at the VISION Consumer Product Conference in Dallas, TX. The finalists’ products were on display at the international conference in Dallas with the winner of the prestigious award named on Jan. 30.

Butterfly Body liners are designed to provide secure protection from ABL, a problem that 20% of women over the age of 40 experience and more men are acknowledging. Butterfly Liners’ patented, innovative design resembles four wings and fits comfortably and discreetly to the body.

Made by Butterfly Health, Inc., the founders of the company have consumer product experience from Procter & Gamble and have secured more than $20 million in start-up capital. National sales of the product began in Target retail stores in January and will soon be in Walmart.

“It’s an honor to receive INDA’s Visionary Award. Supply chain was a critical component for us, along with intellectual property and financing, in launching this new product. INDA connected us to the supply chain we needed and provided invaluable industry contacts, expertise and support. We couldn’t have brought Butterfly Body Liners to market without them,” says Kelly Lewis Brezoczky, founder and CEO of Butterfly Health, Inc., a health advocate for ABL who has co-authored two recent peer-reviewed papers in the International Journal of Clinical Practice on the topic around mature women’s health.

The other finalists for the annual award were: Air Allergy Advanced Nasal Filter by AirWare Corp., a discreet personal filter that fits inside the nose and helps protect users from airborne allergens; Laundry-free Linens by Beantown Bedding, biodegradable, compostable hypoallergenic bed sheets that can be used for weeks and discarded instead of laundering; and Minwax Wood Finishing Cloths by Pacon Manufacturing Corp., pre-moistened cloths with a water-based wood stain and a protective clear finish for staining and protecting unfinished wood.

“Each year, at our VISION Consumer Products Conference we bring together key elements of the supply chain for consumer products that utilize nonwoven fabrics in some way. New consumer products are showcased here and demonstrate the value of nonwovens in many different uses,” says Dave Rousse, INDA president. “INDA’s Visionary Award recognizes innovation and creativity in using nonwoven fabrics to address unmet needs. We congratulate Butterfly Health, Inc. and their category-creating product innovation, Butterfly Body Liners, and their mission to improve consumer’s lives and well-being. Butterfly provides a novel solution to an important health need and is exactly the type of innovation we hope to encourage in the nonwovens industry.”