Soft N Dry Diapers Corp., a category leader in tree-free disposable baby diaper technologies, has launched its new econoLiite Core, a sustainable, EUDR compliant, high-performance diaper core designed specifically for Discount retail private label diapers in Europe and the UK to ship in the beginning of 2025.

“The addition of econoLiite Core to Soft N Dry’s TreeFree Diaper line offers a cost effective, EUDR compliant sustainable private label diaper solution for OEM diaper makers and downstream Discount Retail partners in Europe and the UK,” says Matthew Keddy, CEO of Soft n Dry Diapers Corp. “Overall sales of private label in Europe hit the €340 billion mark last year, an all-time record, and make up nearly 40% total grocery market value, according to PLMA. The inflection point is apparent for Discount Retailers, with marketshare to be gained in the new tree-free diaper category in tandem with a break from incumbent CPG brands in the new EUDR era.”

Discount retailers in Europe and the UK are positioned to benefit from the econoLiite Core launch. As consumers shift towards private label products – this presents an opportunity for discount retailers to differentiate their store brands with EUDR compliant, lower cost, high performance tree-free diaper alternatives in the beginning of 2025. The econoLiite Core™ enables Discounter retailers to strengthen their commitment to sustainability, while aligning with the eco and cost-conscious purchasing habits of today’s families.

OEM partners and diaper manufacturers working with Soft N Dry’s new econoLiite Core benefit from their reduced production costs and improved sustainability metrics. With its thinner, more efficient design, econoLiite Core™ requires fewer raw materials while maintaining top-tier performance, offering manufacturers the ability to scale their production, while utilizing their previously installed equipment, and meet increasing new consumer demand. 

“econoLiite Core is our innovation driven response to growing demand for affordable, EUDR ready, high margin private label diapers in the very important discount retail segment in Europe and UK,” says Matthew Keddy, CEO of Soft N Dry Diapers Corp. “As the market shifts towards tree-free diaper products, we are committed to providing solutions that meet both consumer, discount retail and OEM diaper manufacturer’s needs and regulatory requirements. Our new econoLiite Core technology ensures that retailers, manufacturers and consumers alike can participate in the TreeFree Diaper era, and an environmentally responsible future where costs come down, and performance goes up, which is innovation at its core.”