Kimberly-Clark announces major diaper initiatives in U.S

Business Wire, July 22, 1996

DALLAS--(BUSINESS WIRE)-- July 22, 1996--Kimberly-Clark Corporation today announced a number of major disposable diaper initiatives. The maker of Huggies diapers, the No. 1 brand in the $4 billion U.S. market, said it will add a breathable outer cover to its Huggies Supreme premium product line.

This change follows the June introduction of an improved absorbent system on its Huggies Ultratrim line of diapers.

Kimberly-Clark's Huggies Supreme brand will be the first diaper in the U.S. in which the entire outer cover allows air to circulate. The cloth-like cover incorporates Kimberly-Clark nonwovens technology and will help keep babies' skin dry by letting air flow into the diaper but not letting wetness out. Initial shipments of the largest size of the breathable diapers will begin July 22 in approximately two-thirds of the U.S. The company expects to complete national distribution of all sizes by the end of the year.

"These improvements are in keeping with our strategy of providing superior-performing products at a fair price," said Dudley Lehman, group president of infant and child care products. "We're pleased we can offer the improvements without increasing the price of our diapers."

The company said it also will make other changes to its diaper lineup. Huggies Ultratrim diapers will now be offered in unisex versions as well as gender-specific. Boy and girl diapers will continue to be available in the popular convenience and jumbo size packages. White, unisex diapers will now be offered in mega-size packages, which provide three to four times the number of diapers in a convenience package.

"We're excited to be able to give parents and retailers a choice," Mr. Lehman said. "With this change, we can meet the needs of the majority of parents who prefer diapers designed for boys and girls as well as the parents and retail customers who want the choice of a white, unisex product."

A Fortune 100 company, Kimberly-Clark is a leading global manufacturer of personal care, consumer tissue and away-from-home products. The company's worldwide brands include Huggies, PullUps, Kotex, Depend, Kleenex, Scott, Scottex, Andrex, Page, Popee, Kimwipes and WypAll. Kimberly-Clark also is a major producer of professional health care products, newsprint and premium business, correspondence and technical papers. The company has manufacturing operations in 35 countries and sells its products in more than 150 countries.

CONTACT: Media: Tina Barry, 214/281-1484, or

Investor Relations, Mike Masseth, 214/281-1478,

both of Kimberly-Clark Corporation