WIP’s Tiny, Far-Reaching Revolution

MINNETONKA, Minn., September 11, 2006  --  "Just" a diaper? Not exactly. Diapers are a distillation of chemical and textile technology translated into a low cost material that has become a priority for millions of parents. At the same time, this products short lifespan and bulk means that we are left with a mountain of refuse that cannot be easily disposed of, broken down or composted and which is attributed, in Europe alone, to 6% of the population, or to be more precise 24 million babies between the ages of 0 and 4 years old.

It is an environmental problem of epic scale that is forcing us all to recognize that in addition to keeping baby bottoms dry. Disposable diapers are a real problem when we consider the vast landfill sites currently needed for the inefficient disposal of their basic synthetic and plastic content.

"Consumers are often unaware of this problem, lulled by comforting advertising and public relations strategies designed to sidestep the issue of the damage being done to the environment by the basic substances that structure their familiar brand: plastic, synthetic fibers, gels and synthetic creams." says Marco Benedetti, CEO of W.I.P.

In keeping with the acronym upon which this company is founded (Wellness Innovation Project), W.I.P., a company located in Prato, Italy, has created a brand new concept in diapers, one that is ecological, with 80% of its components biodegradable, hypoallergenic, as tested by Clinica Dermatologica of Parma University, yet without sacrificing performance.

Eamonn Tighe, head of fibers development for NatureWorks LLC states "This product is, in fact, the first of its kind to take advantage of Ingeo™ fiber, the only man-made fiber in the world created from 100% annually-renewable resources, such as corn, and not from petroleum. It is a new innovation in prime materials that takes advantage of the best characteristics of natural fibers, like breathability and hygiene, as well as those of synthetics such as resistance and durability".

"This unique combination of features finally lays to rest the expectation or apparent conflict people often claim exists between "technological" and "ecological" says Benedetti.

In particular, Ingeo fiber is used to create the filtering layers that remain in close contact with a baby's skin, guaranteeing the speedy removal of liquids and zero water retention. In this manner, the baby stays dry and protected without the use of oil based synthetics, offering his or her delicate skin more comfort, freshness and breathability normally associated with a natural material.

The result of this new innovation is the elimination of most of the inconveniences usually caused by plastics: excessive heat where in contact with the skin and lack of breathability as far as health is concerned, The health advantages for babies provided by this new diaper are joined by considerable additional environmental advantages for everyone. In fact, products created with Ingeo fiber can be fully composted (1) in industrial conditions can potentially eliminate diaper disposal problems at a stroke. Also, the polymer from which the fiber is made is the first greenhouse gas-neutral production polymer in the world today.

Now W.I.P. intends to use this new product as a soapbox from which to convince all producers of bioplastic polymers to use biodegradable materials obtained from renewable resources in their products as well. In this way, the whole world can move a step closer to environmentally-responsible maturity.

(1) Compostable in industrial composting facilities where available.

About Ingeo
Ingeo fiber is the world's first and only man-made fiber based on NatureWorks® PLA and coming from 100 percent annually renewable resources such as maize, not oil. Ingeo represents an innovation for both responsible business practices as well as polymer science. It is a catalyst for innovation and creativity offering a more sustainable choice for all textiles in the future. Ingeo fiber offers the best of both worlds: the appeal and aesthetic of a natural based fiber with the cost and performance benefits needed to compete with conventional synthetic fibers that depend on familiar but limited petrochemical resources, the higher costs of which are currently being seen by the textile industry at large.

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