UK DryLock launch by Lidl

Having already tested the waters in Germany and other markets in Europe, Lidl is now launching its Toujours diaper range featuring DryLock technology into the UK market.

The nappies are just 3mm thick, compared with an average of 8mm for competing products, and contain no glue or fluff at the core, just nonwovens and superabsorbent polymers, reducing the amount of chemicals required.

The slim, fluffless and patented design means that Lidl can transport 30% more stock per truck.

“These diapers are so thin they’re like underwear,” says DryLock founder, Bart van Malderen “Nappies have been getting thinner and thinner but the missing link was to remove the last few grams of fluff. The nappies are not only incredibly thin and comfortable for the baby to wear, but they’re also super absorbent due to the integrated fluid management system.”

“We’re the first supermarket in the UK to be using the DryLock technology in our nappy range and we’re really excited about it,” said Lidl spokeswoman Georgina O’Donnell. “We’re experiencing a baby boom in the UK at the moment so this is the optimum time to be developing and expanding the range. Our current Toujours nappy range has been awarded ‘Mumsnet Best’ for the past three years in a row, beating branded nappies and other supermarket own-label products, so this is a really strong category for us. More and more parents are looking to try own-label nappies as word of mouth spreads about the product quality, and awards such as ‘Mumsnet Best’ build trust in the product.”

The Office for National Statistics reported that the UK population reached 63.7million in mid-2012 – an increase of 0.66% from a year before and a higher rise than any other EU country over the same period. France and Germany were second and third in population growth terms respectively. The total of 813,200 births in 2012 was recorded by the ONS as being the highest number since 1972.

Lidl will initially sell the Drylock ranges at the following prices:

• £2.49 Mini (42 pack)
• £3.49 Midi (38 pack), Maxi (35 pack), Junior (31 pack)

Ongoing prices will be £2.99 for Mini and £3.99 for Midi, Maxi and Junior.