Huggies, the dominant disposable nappies brand in Australia, is one of the big sales drivers for parent company Kimberly-Clark, which generates annual revenues of $1 billion-plus from its broader local operations.

With a market share of 60 per cent, it is also at the centre of a complex environmental problem, with 1.5 billion used nappies going to landfill sites annually in Australia across the industry from all players.