HOUSTON -- Drypers Corp. here is consolidating its four regional brands to form the nation's third largest branded disposable diaper.
The company's regional Drypers, Cozies, WeeFits and Baby's Choice brands will be combined under the Drypers label, said company officials.
Diaper products shipping from all three of the company's U.S. manufacturing facilities will be unified by package design and universal product codes, and will receive marketing support on a national scale. Indeed, Drypers will contribute more than $20 million toward advertising, marketing and promotional support.
According to Terry Tognietti, co-chief executive officer and president, Drypers plans on increasing its current 68% penetration in the grocery trade with the national rollout of its brand this month. The company also has a 5.5% market share of the $4 billion diaper category and hopes that figure will grow to a 10% share and half a billion dollars in the next three to five years.
The company is rolling out 14 stockkeeping units of unisex diapers, ranging in suggested retail price from $2.99 (mini pack) to $17.99 (club pack).
Taking on Procter & Gamble and Kimberly-Clark nationally will present a challenge to the brand. Indeed, Drypers said it will lower its prices beginning Feb. 27, in response to P&G's rollback of the Pampers and Luvs brands earlier this month.
P&G's Luvs were reduced to approximately $5.99 for a standard package, which brought it down to the everyday price of Drypers. Drypers now has dropped to $1 less than Luvs.
"While we're taking this price reduction to meet the challenge of the marketplace, we're more excited about going national and all of the opportunities that move affords us," said Tognietti.
