(CNN) – Diapers are a dad thing, not just a mom thing, and Huggies has finally caught on.
For the first time ever, the company is featuring dads front and center with babies in ads and packaging.
This is a big shift for the company that received criticism for its ads that portrayed fathers as disconnected from their kids.
There are seven different box designs in the new premium diaper line, three with men and babies, and four with women and babies.
The new diapers tout plant-based ingredients, leak protection and “ultimate softness”.
And the boxes are black.
Huggies says it’s to make the diapers feel like a premium product.
The diapers started rolling out to stores this month.
(This story was originally published on July 16, 2019)