Soft N Dry TreeFree Diaper adds ex-Aldi managing director to the team

Canadian sustainable, treefree diaper IPO candidate, Soft N Dry Diapers Corp., is strengthening its European advisory team with the appointment of Dr. Tanja Hacker to the company’s advisory board. Dr. Hacker is the founder and CEO of Retail Experts Group(www.retail-experts-group.com), a consulting firm specializing in retail strategy, category management and private label growth. Over the course of her career, she has held leadership positions at well-known retailers, including Vice President at Lidl and Managing Director at Aldi Nord.

In these positions, she played a key role in growing private label and increasing profitability in the highly competitive discount sector. Her expertise in consumer trends, operational efficiency and sustainability will play a central role in leading Soft N Dry’s Retail Consumer Connection Program in Europe, which supports private label TreeFree DIaper™ with econoLiite Core™.

Matthew Keddy, CEO of Soft N Dry commented, “We are delighted to welcome Dr. Hacker to our Advisory Board. Her extensive experience working with market-leading discount retailers and proven track record in private label growth will be a tremendous asset to Soft N Dry in Europe. Dr. Hacker’s unique insights will help us align our innovative TreeFree Diaper™ product line, including the new econoLiite Core™, to meet the growing needs of our retail partners in Europe.”

Dr. Tanja Hacker added: “I am delighted to join the Soft N Dry Advisory Board at such a transformative time. Soft N Dry is redefining sustainability in the diaper industry, and I look forward to using my experience to help guide the company and its discount retail and OEM partners to success in a rapidly changing marketplace.”

Retail Consumer Connection Program: Benefits for discount retailers

Soft N Dry’s Connection Program is designed to help discount retailers seamlessly incorporate sustainable private label products like TreeFree Diaper™ with econoLiite Core™ into their assortment. Dr. Hacker’s extensive knowledge of the discount retail industry will further enhance the effectiveness of the program. Key benefits for retailers include:

• • Sustainability advantage and consumer appeal: the program enables discount retailers to offer tree-free baby diapers that align with modern consumer values, positioning themselves as sustainability leaders.
  • Higher margins: conoLiite Core™ offers a cost-effective, high-performance solution that enables discount retailers to improve their private label margins without compromising on quality.
  • Turnkey private label solution: The program supports retailers with ready-made diapers or the integration of econoLiite Core™ into existing OEM partnerships to accelerate time to market.
  • EUDR compliance: With the implementation of the EUDR in 2025, the program provides a fully compliant solution that mitigates regulatory risks and strengthens sustainability credibility.

Soft N Dry’s strategic focus on retail and sustainability

Soft N Dry Diapers Corp. is well positioned to gain market share in the face of unprecedented growth in discount retail by providing EUDR-compliant, cost-effective private label diaper solutions in partnership with OEM diaper manufacturers at scale. With its proprietary ecoLiite Core™ and econoLiite Core™ technologies, Soft N Dry offers outstanding product performance and sustainability for OEM diaper manufacturers and retail customers in Europe, the UK, North America and Latin America. The global market for disposable diapers is currently worth 85.2 billion US dollars. Soft N Dry bases its leadership in the emerging TreeFree Diaper™ product category on product attributes that outperform traditional tree fiber-based materials. The company is aiming to go public in the first quarter of 2025. The prospectus is expected to be filed with the Canadian Stock Exchange before the end of the year.