Printer Friendly

L&F 'wiping' its way to success.

The disposable wipes industry is cleaning up a growing share of today's consumer's budget. One company capitalizing on this growth is L&F Products, Montvale, NJ, which manufactures baby and general use wipe products. L&F, an independent operating unit of the Eastman Kodak company, was previously known as Lehn & Fink prior to a name change in October, 1990.

With its "Chubs" thick baby wipes and "Diaparene" baby wash cloths, L&F is a dominant player in the pop-up or canister baby wipe market - a $100 million plus segment - while its "Wet Ones" moist towelettes hold a strong position in the general multi-purpose wipe market.

One reason for L&F's success is its proprietary nonwoven processes and specific fiber mixtures used to manufacture its own nonwoven roll goods for wipe production. "Our wipe material is made using a carded process and a balanced blend of different fibers to deliver both absorbency and softness, characteristics desired by the consumer," said Keith Edgett, group leader-research and development. L&F's carded nonwovens also provide an environmental benefit as they break down faster than a similar woven product.

Recent introductions by the company include a new 15-count "Travel Pack"for its Wet Ones towelettes. The new resealable soft pouch replaces a hard plastic case and reduces packaging material by more than 85%. It is also easier for consumers to use, pack and carry.

In addition, the company introduced a new scent extension for its Wet Ones line. Unveiled in late February, the Wet Ones "Citrus Fresh Scent" moist towelette will reach nationwide distribution by late April. This scent was added to broaden the product's appeal and attract a wider consumer audience. It is expected to expand the franchise and generate solid growth for this important entry, as well as for the total general use category.

Looking to the future of the baby wipe market, L&F sees increasingly strong growth potential as well. "The baby wipes market has shown consistent growth for the last decade - and this has been real volume growth, not growth stemming from price increases," said Karen August, category manager, Personal Products Division. "We fully expect this to continue." Current growth has been fueled primarily by increasing birth rates and expanded product penetration.

Predictions at L&F are for the pop-up canister market to remain fairly steady with the tray pack market showing strong growth in the future. Refill packs for the market also show signs of increasing. The company also hinted that further product introductions will be unveiled in the very near future.
COPYRIGHT 1993 Rodman Publications, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:L&F Products
Publication:Nonwovens Industry
Article Type:Company Profile
Date:Apr 1, 1993
Previous Article:Coastal erosion in Sri Lanka prevented by nonwoven geotextiles.
Next Article:Nonwovens focus continues at Fiberweb's Holvis Group parent.

Related Articles
Private label diapers: on the branded bandwagon?
About Face.
Not just diapers: producers look to new areas for growth.
Household care: a homerun for wipes: floor cleaning cloths boost household wipes market beyond baby wipes in North America.
It's getting personal: personal care wipes makers look for the next blockbuster product.
Presenting wipes at a retail store near you: as the wipes market heads toward commoditization, manufacturers are hoping to come up with new package...
A review of the personal wipes market and opportunities for future growth: trend continues despite lifestyle and population changes.
Wipes clean up: innovations drive sales of nonwoven wipes.
Wipe hype: baby care still dominates personal wipes market as consumers worry over excess spending and narrow in on essentials.
Take this wipe and flush it.

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters