NEWS RELEASE

Soft N Dry Tree Free Diapers Adds Robert Sjöström to Board of Advisors

TORONTO, CANADA / August 27, 2024 – Soft N Dry Diapers Corp. ("Soft N Dry" or "SDC"), a leading innovator in tree-free disposable baby diapers, is pleased to announce the addition of Robert Sjöström as Strategic Advisor and a new member of the company’s Board of Advisors, effective immediately.

Robert Sjöström brings a wealth of global experience to Soft N Dry, having held senior leadership roles across global industries, including hygiene, health products, and strategic consultancy. His expertise in corporate strategy, mergers and acquisitions, digital transformation, and global operations will be instrumental in guiding Soft N Dry’s continued growth and innovation in the global diaper market.

“We are thrilled to welcome Robert Sjöström to our Board of Advisors,” said Matthew Keddy, CEO of Soft N Dry. “Robert’s vast experience, particularly his leadership in sustainability, global hygiene and health sectors, aligns perfectly with our mission to revolutionize the disposable diaper industry with our eco-friendly, TreeFree Diaper^TM. Robert’s strategic insights will be invaluable as we expand our footprint in North America, Europe, and beyond.”

For media use: Soft N Dry private/white label Tree Free eco-friendly diapers

Robert’s distinguished career includes significant contributions to companies such as Essity AB, where he served 15 years in the executive management team as President for all Hygiene categories (including Baby), Head of group strategy and M&A and in his latest position he served as President of Global Operational Services and CIO, overseeing a budget of over €7 billion and leading global procurement, supply chain management, and IT services. His role in driving digital transformation and operational excellence across international markets has positioned him as a thought leader in his field. Robert is currently the Chairman of the Board of Directors of Midsummer solar, and Board member at Greenely.

“Joining Soft N Dry at this pivotal time in its growth is an exciting opportunity,” said Robert Sjöström. “The company’s commitment to sustainability and innovation in the baby diaper market is commendable, and I look forward to contributing to its strategic direction and helping to further its leadership in the industry.”

As Soft N Dry continues to innovate with its ecoFlex Core technology, eliminating the need for tree fiber in diaper production, Robert’s addition to the advisory board strengthens the company’s strategic capabilities, particularly in navigating complex global markets and regulatory environments such as the EU Deforestation-Free Regulation (EUDR).         

Robert will work closely with the executive team and other board members to shape Soft N Dry’s strategic initiatives, including its expansion into new markets and further development of its TreeFree Diaper^TM offerings.

About Soft N Dry Diapers Corp.

Soft N Dry Diapers Corp. ("Soft N Dry" or "SDC"), is a Canadian company specializing in tree-free advanced materials within the $60 billion global disposable baby diaper market. Utilizing its proprietary ecoFlex Core technology, Soft N Dry delivers superior product performance and sustainability to commercial manufacturing and retail customers across North America, Latin America and Europe, outperforming traditional tree-pulp based materials in the new TreeFree Diaper^TM category. For more information, visit: www.SoftNDryCorp.com.

Contact Information:

o Soft N Dry Diapers Corp. - 40 King St W, 42nd Floor Toronto, Ontario, Canada M5H 3Y2 – Tel. + 1 800 310 4614 for Media and + 1 800 265 0643 for Investor Relations in North America – press@softndrycorp.com

Forward-Looking Statements

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This press release includes certain statements and information that may constitute forward-looking information within the meaning of applicable Canadian securities laws. All statements in this news release, other than statements of historical facts, including statements regarding future estimates, plans, objectives, timing, assumptions or expectations of future performance, including the terms and conditions of the Proposed Transaction and future developments and the business and operations of the "Resulting Issuer" after the Proposed Transaction are forward-looking statements and contain forward-looking information. Generally, forward-looking statements and information can be identified by the use of forward-looking terminology such as "intends" or "anticipates", or variations of such words and phrases or statements that certain actions, events or results "may", "could", "should", "would" or "occur". Forward-looking statements are based on certain material assumptions and analysis made by the Corporation and the opinions and estimates of management as of the date of this press release, including that the terms and conditions of the Proposed Transaction will be as anticipated by management and future developments and the business and operations of the "Resulting Issuer" after the Proposed Transaction will be as anticipated by management. These forward-looking statements are subject to known and unknown risks, uncertainties and other factors that may cause the actual results, level of activity, performance or achievements of the Corporation to be materially different from those expressed or implied by such forward-looking statements or forward-looking information. Important factors that may cause actual results to vary, include, without limitation, that the terms and conditions of the Proposed Transaction will not be as anticipated by management or will not close at all; the terms and conditions of the Proposed Financing will not be as anticipated by management or will not close at all; and future developments and the business and operations of the "Resulting Issuer" after the Proposed Transaction will not be as anticipated by management. Although management of the Corporation has attempted to identify important factors that could cause actual results to differ materially from those contained in forward-looking statements or forward-looking information, there may be other factors that cause results not to be as anticipated, estimated or intended. There can be no assurance that such statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on forward-looking statements and forward-looking information. Readers are cautioned that reliance on such information may not be appropriate for other purposes. The Corporation does not undertake to update any forward-looking statement, forward-looking information or financial out-look that are incorporated by reference herein, except in accordance with applicable securities laws.

SOURCE: Soft N Dry Diapers Corp.

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