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

The Next Generation Diaper Packaging for the Next Generation is a paper-based bag for baby diapers, made from sustainably sourced renewable fibres and engineered with a non-plastic functional coating. It enables full recyclability, cuts carbon footprint, and promotes circular economy, meeting the sustainability demands of consumers, retailers, and regulators.

This is not simply a material switch, it is a category-shifting breakthrough, setting a new benchmark for sustainability and engineering performance in the hygiene industry. It solves one of the industry's most persistent challenges: replacing single-use plastic film in a demanding, high-volume category without compromising performance. The transition from the previous PE bag, 60% post-consumer recycled (PCR) material and 40% fossil-based content, to the new paper-based format substantially reduces the pack's overall carbon footprint.

Introducing the first jumbo/double-stack diaper pack in paper unlocks new market opportunities and clear brand differentiation. Jumbo formats are increasingly driving market growth as shoppers make fewer trips and more stock-up purchases, strengthening the case for sustainable packaging in larger-format packs. The format also increases product-to-package efficiency, reducing shipping volume per diaper, while its weight-optimized structure improves transport efficiency. The pack delivers the required strength, moisture resistance, and durability, proving even large diaper formats can shift to paper, and it runs on adapted existing filling and converting lines, ensuring high scalability and low disruption.

The result: a premium, fully recyclable packaging solution, scalable for high-volume use. A pioneering step toward sustainable growth in the global hygiene industry.

 

Registrant: Essity Hygiene and Health AB

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