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P&G Continues DryMax Roll Out

Executive Says Diaper Upgrade Will Be in 50 Countries by Year End

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By: Karen McIntyre

Editor, Nonwovens Industry

Since its roll-out began in mid-March, Pampers DryMax diapers have contributed to double-digit sales growth as well as marketshare gains, Procter &Gamble CFO Jon Moeller told investors at Barclay’s Back-To-School conference in Boston, MA earlier this week.

Launched through Pampers Swaddlers and Cruisers premium lines, DryMax technology results in a diaper that is 20% thinner and dryer than previous generation products. It was launched in North America in mid-March where it contributed to double-digit growth in the U.S. and a 35% gain in Canada. Subsequent roll outs included the U.K., Belgium and the Netherlands in June; Germany, Austria and Switzerland in July and France and the Nordic countries in August. Expansion will continue this month into Central and Eastern Europe, the Middle East and Africa, Mr. Moeller continued.

“DryMax will be in more than 50 countries within six months,”he said.

P&G execs also used the conference to update investors on a growth strategy announced last year. During the past 12 months, the company has reported organic sales in the 3-4% range and EPS growth of 6%. Growth has come across all five major world regions and through all of its megabusinesses.

“We are very happy with the trends we are seeing in our business,” Mr. Moeller said noting that the growth strategy has centered on three core points—innovation, integration adn simplification.

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