Huggies Updated

[DailyDi]

Kimberly-Clark Corp. on Wednesday introduced two diapers which replace its Huggies Supreme line, as the company tries to keep its competitive edge over rival Pampers in the important U.S. market.

The new diapers will cost the same as the current Huggies Supreme line, which controls close to a 12 percent share of the U.S. market, according to Kimberly-Clark. The total Huggies line, including the lower-priced mainstream Huggies brand, holds about 36 percent market share, the company said.

Huggies Supreme Gentle Care diapers, which come in smaller sizes, have a soft material called Cuddleweave. Huggies Supreme Natural Fit diapers have an hourglass shape, which executives said fit better and feel more natural for older babies.

Robert Thibault, president of Kimberly-Clark's child care business, called the diapers the company's biggest child care innovation since Huggies Supreme was launched in 1994.

The products are now being shipped to stores in the United States and Canada, and will head to Europe later this year.

The diaper category is a competitive one, and shoppers tend to be loyal to one brand. Kimberly-Clark's largest rival, Procter & Gamble Co. makes Pampers and Luvs diapers.

Dallas-based Kimberly-Clark's other products include Pull-Ups training pants and Little Swimmers swim pants.