Press Release: Real Nappies Cloth Diapers Now In Supermarkets

Parents can save cash and carbon at the supermarket checkout

New Zealand parents will be amongst the first in the world to have mainstream supermarket access to modern reusable cloth diapers, thanks to New Zealand company Real Nappies and major national supermarket operator Progressive Enterprises.

From next week consumers will be able to use their wallet power to reduce landfill waste by buying reusable cotton diaper packs from major supermarket chains Foodtown, Woolworths and Countdown throughout New Zealand.

This is in response to a groundswell of consumer demand as parents recognize that modern cloth diapers are a mainstream, cost-effective choice which are easier and more convenient than ever to use, as well as having other benefits.

All over the world parents recognise that cloth diapers offer economic and environmental advantages over disposable diapers, which have come to symbolise landfill waste. But until now parents needed to buy cloth diapers from specialist baby care and eco-friendly stores.

Around 10 million disposable diapers are used in New Zealand every week. In households with a baby disposable diapers make up to 50 percent of the household’s total waste – and disposable diapers take up to 500 years to break down. Parents typically change a baby’s diaper at least 4,000 times by the child’s second birthday, which means about a ton of disposable diapers in landfills for every child. And disposable diapers cost around $3,000 more than reusable cloth diapers per child. (Source: Zero Waste New Zealand Trust.)

Gone are the days where using cloth diapers meant laborious washing, complicated folds and pins. Real Nappies new generation cloth diapers have velcro-like fasteners, prefolded cotton diapers and flushable biodegradable diaper liners that make them very easy to use. These innovations are all based on feedback from parents.

“Customers say that we’ve understood what matters to parents,” says Liz Mole, Managing Director, Real Nappies.

“It’s significant and commendable that New Zealand parents can now buy cloth diapers as part of the weekly shop,” says Kath Dewar, sustainability marketing expert, KD Consulting. “The easier manufacturers and retailers of sustainable products make it for consumers to buy their products, the more likely they are to succeed. Reusable products, like these cloth diaper packs, need to become as mainstream and available as disposable products are today. In time, throw-away products will become as socially unacceptable as littering.”

“Now that cloth diapers will be available at supermarkets it’s really simple for parents to purchase exactly what they need, with the Real Nappies Cloth Diaper Essentials Pack and the Real Nappies Cloth Diaper Birth To Potty Pack,” says Liz. “Each Cloth Diaper Essentials Pack contains all the diaper covers and cloth diapers you need at each age, and the Birth To Potty Pack contains over 100 items, all you need for cloth diapering your child from newborn baby to potty-trained toddler.”

“We’d like to think we are a natural choice when supermarkets are looking for a cloth diaper brand,” says Liz. “We’re the leading supplier of cloth diapers, our cloth diapers come in convenient kits and are endorsed by hospitals, and our company offers strong internet and telephone support to customers.”

“Parents often want to make the move to cloth diapers but aren’t sure how, or if it will mean inconvenience or mess,” say Liz. “But it’s not the case, there are considerable advantages for your baby and your lifestyle as well as the planet.”

Real Nappies cloth diapers are considerably cheaper than disposable diapers. The cloth diaper itself is made of 100 percent natural cotton, so is better for a baby’s skin, and many customers have told the company that rashes and irritations reduce when they switch to Real Nappies cloth diapers. The cloth diapers come in a variety of sizes to grow with a baby. Real Nappies guarantees that its cloth diapers and diaper covers will last at least two children.

According to the Zero Waste New Zealand Trust, it takes as much energy to produce one disposable diaper as it does to wash a reusable cloth diaper 200 times – and producing a disposable diaper uses eight times more non-renewable materials. If washed in full loads, line-dried and used for a second child, cloth diapers produce 40 percent less carbon dioxide than disposables. Consumer Magazine also confirms that reusable diapers cost less than disposable diapers (Consumer Magazine, August 2009).

Real Nappies cloth diaper products have been available in babycare and eco-friendly stores across New Zealand for some time, as well as on-line, and they are used by Waitakere Hospital’s Maternity Services. All babies born at Waitakere hospital go home wearing a reusable cloth diaper from Real Nappies, with two extra cloth diapers in a take home pack. Real Nappies cloth diapers are also available on-line in the United States at

Liz says that Real Nappies is delighted that Progressive has taken this step to help encourage less consumption and reduce waste. “We’d like to raise a toast to them,” she says. “Bottoms up!”

Real Nappies USA

About Real Nappies

Real Nappies was born in 2001 from a vision of a reusable cloth diaper system that would become the preferred alternative, as easy and convenient as any other choice. The company estimates that it has already saved about 8 million disposable diapers from landfill, as well as saving parents a small fortune. Real Nappies cloth diaper products are widely available online at

For more information please contact:
Sally Raudon, Botica Butler Raudon Partners, +64-9-3033862 or email [email protected]


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