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K-C Australia Revamps Huggies Offerings

Line now includes Essentials value brand

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By: Karen McIntyre

Editor, Nonwovens Industry

Kimberly-Clark Australia’s Huggies diaper brand is reinvigorating its entire portfolio to reflect the changing requirements of Australian parents. The re-launch includes the introduction of a new value range, Huggies Essentials Nappies. In addition, Huggies is reducing  recommended retail pricing across its existing range, which includes Huggies UltraDry and premium brand Huggies Ultimate, while continuing to prioritize product improvements. The new Huggies range fits the needs and budgets of every Aussie family, according to the company.

As Australia’s leading nappy brand, Huggies has a longstanding history of serving the needs of Aussie parents. Based on extensive consumer research and feedback directly from parents, the brand understands times have changed and parenting is now more varied, costly and challenging than ever.

“We understand the challenges faced by Aussies families are complex,” says Huggies business director Rahul Asthana. “As a business we’ve focused on understanding the range of factors contributing to the current pressures faced by parents, so we can adapt to meet the needs of our consumers. We’ve heard parent’s feedback loud and clear and the changes we have made to our range are a direct response to the varied needs and budgets of families. We’re excited to hear what parents across Australia will have to say about our reinvigorated range.”

The new Huggies Essentials range is available in unisex sizes 1-6 and has been designed to provide up to 12 hours of leakage protection with the trusted absorbency Huggies parents know and love. Additinal key features include a wetness indicator, fun Mickey Mouse design, reduced pricing and unisex sizes.

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