Diapers are a highly competitive, global, still growing 85-billion-dollar business. This has been known at least since the meteoric rise (and fall) of what was probably the most famous diaper start-up of the past decades: In the early days of e-commerce, the company relied on direct sales, bypassing the middleman. We know how the story ended. Amazon undercut the company for so long that the owner of diapers.com finally had to give in and agree to a sale. In the end, Amazon shut down the company altogether due to “lack of profitability”. Ninety-seven percent of diapers are still sold in stores, with only three percent sold online.

Nevertheless, Canadian start-up Soft N Dry Diapers Corp. (“SDC”) is now venturing into the diaper market as a new player, but is deliberately taking a completely different approach. The company wants to revolutionize the diaper from the inside out, with a new cellulose-free diaper core, based loosely on the “Intel inside” principle. The absorbent core of the diaper with the patented ecoLiite Core™ technology is approximately 25% cheaper to manufacture than the current cellulose cores that dominate 99% of the global market. Soft N Dry also promises 50% better performance, resulting in savings for manufacturers and consumers. Matthew Keddy, CEO, calls the innovation in the diaper market simply “the hottest topic in the diaper industry since the invention of the elastic waistband in the 1970s.” In fact, little to no innovation has been needed in the past 50 years. Since the introduction of the elastic diaper waistband in the 1980s, there have been no products or solutions that have fundamentally changed the industry like the patented ecoLiite Core™ technology.

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