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Published September 16, 2011
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Nice-Pak:World’s largest wet wipes producer


The company focuses on innovation to add value to wipes.

After pioneering more than 50 years in the growing wet wipes category, Nice-Pak has focused on innovation throughout the entire wipes supply chain. Currently, one of the world’s leading wet wipes producers with more than 125 billion wipes produced each year, Nice-Pak has expertise in baby, healthcare, food service and consumer retail wipes. The company is based in Orangeburg, NY, but has state-of-the-art manufacturing facilities in the US, the UK and Germany, and plans to expand into the Asia-Pacific region. The company has evolved and grown by meeting consumer and retailer needs.


History of innovation
Nice-Pak has a track record of in-market growth that beats the competition by keeping our customers ahead of the market, according to Rahul Mehrotra, Nice-Pak’s vice president of strategy and consumer insights, “We partner with retailers to understand their long-term strategy and then we work to deliver against that, leveraging our deep consumer insights, product development and category management.”

In packaging, Nice-Pak has developed innovations preferred by consumers. These include the first tub for store brand baby wipes, the first refillable pack, the first resealable travel pack and the first reclosable solo lid.The company was also the first to offer a club box and the first with “tissue-like dispensing.”

The technology behind the wipe itself has also evolved over the years with numerous improvements in softness and strength including the first hydroembossed spunlace wipe and the first wipe to use cotton and later organic cotton. “Nice-Pak understands what consumers, particularly moms, want in a wipe. She seeks value but insists on high quality. More moms are trying store brand baby wipes and are sticking with the store brand, especially when it performs as well as the higher priced options,” says Rahul Mehrotra.

Most recently, Nice-Pak has innovated with the first 100% renewable wipe with Tencel fibers from Lenzing to meet Costco’s need for the highest quality product based on a 100% renewable raw material. Kirkland Signature baby wipes appeal to parents because they combine functionality with environmental responsibility.Tencel offers a smooth fiber surface which makes the wipes ultra soft and gentle while still being very strong.

Nick Hrinko, marketing director for Business Unit Nonwovens at Lenzing in the US, says, “This is the first time a US retailer has featured Tencel on a wipes package. We are proud to supply Nice-Pak and Costco with Tencel from our plant in Mobile, AL.”


Future innovation in sustainability
The use of Tencel and other renewable raw materials shows Nice-Pak’s commitment to sustainability, which it defines as “Meeting the needs of the present without compromising the ability of future generations to meet their own needs.” Nice-Pak believes that no company is an island and works closely with its suppliers, customers and consumers to develop products that meet customer needs and are good for the environment. The company is working to reduce energy, waste sent to landfills and the amount of water used in processing. Successes include zero percent landfill plants, less packaging through tighter webs and cases, reduction in the number of plastic tubs sold, the introduction of eco-pack design and the utilization of 100% sustainable fibers like Tencel.

Nice-Pak continues to innovate and partner with retailers to put a more strategic focus on their own brands.The company delivers consumer insights, category leadership, cutting edge products and ongoing innovation, all with a value proposition that can generate product trial and repurchase among shoppers.


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