Finalist De Gouden Noot 33rd edition The Next Generation Diaper Packaging for the Next Generation

The Next Generation Diaper Packaging for the Next Generation by Essity Hygiene and Health AB

This innovation tackles one of the hygiene industry's most persistent challenges: replacing single-use plastic diaper packaging in a demanding, high-volume product category without compromising protection, performance, or scalability. It directly responds to the rapidly growing demand for more sustainable packaging solutions from consumers and retailers, while also helping brands meet increasingly stringent environmental regulations. At the same time, evolving shopper behavior and increasing online sales is accelerating the growth of jumbo formats, as fewer shopping trips and more stock-up missions make larger packs increasingly attractive for modern families and future-looking retailers. 

Essity introduces the first jumbo/double stack paper bag for baby diapers, designed to deliver the protection and performance required for large-format packs. Made from sustainably sourced renewable fibers paired with a sealable functional water-based dispersion coating, replaces plastic films usually applied as second structural component. The pack solution is designed to run on adapted existing converting and filling lines, enabling industrial-scale implementation with minimal disruption while improving product-to-package efficiency and supporting more efficient logistics. The pack solution helps reduce carbon footprint and enable easy recycling in existing paper streams with outstanding technical recyclability performance.

What makes this innovation truly unique is its ability to combine sustainability, industrial scalability, and consumer appeal without compromise. As the first paper-based jumbo diaper bag on the market, it demonstrates that large-format hygiene packaging can successfully transition from plastic to paper while still meeting the category's demanding performance requirements. With its premium appearance, strong shelf presence, and consumer-friendly design, the solution not only enhances brand appeal but also delivers a practical packaging platform that can be implemented at high-volume commercial scale. This breakthrough establishes a new benchmark for sustainable packaging innovation in the hygiene industry.

 

Registrant: Essity Hygiene and Health AB

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