NEWS RELEASE

Soft N Dry Tree Free Diapers Now in European Markets

TORONTO, CANADA. LONDON, UK & PARIS, FRANCE / PRNewswire July 16, 2024 – Soft N Dry Diapers Corp. ("Soft N Dry" or "SDC") today announces the launch of their innovative Tree Free disposable baby diapers in Europe, with sales and distribution capabilities in France, Germany, and the UK on a white label basis for retailers. Soft N Dry is market-ready at scale for its customers in the EU and complies with the EU Deforestation-Free Regulation (EUDR) era, which ensures disposable baby diapers sold in the EU do not cause deforestation and degrade the climate. Under the EUDR, diaper manufacturers using tree fiber must comply by January 1, 2025. As part of this strategic growth, the company has also appointed Alexander Valle Burkert as the new Chief Technology Officer (CTO), effective July 11, 2024.

European Expansion and Compliance with EUDR

The entry of Soft N Dry’s Tree Free disposable baby diapers into the European market marks a significant milestone for the company. Retailers in France, Germany, and the UK can now offer these eco-friendly products under their own house or private label brands, providing a sustainable alternative to traditional disposable diapers. This move is timely, aligning with the EU’s new Deforestation-Free Regulation (EUDR), which aims to eliminate deforestation-related products from the market, ensuring that baby diapers sold do not contribute to environmental degradation. Manufacturers using tree fiber must comply with the EUDR by January 1, 2025. Soft N Dry is the only Tree Free disposable baby diaper on the market at scale to excel in product performance attributes and compliance in the new EU Deforestation-Free Regulation (EUDR) era.

For media use: Soft N Dry private/white label Tree Free eco-friendly diapers with ecoFlex Core technology for EU and UK retailers.

Matthew Keddy, CEO of Soft N Dry, stated, "We applaud elected officials and regulators in the EU for taking the bold step in bringing about the new era of tree free disposable diapers. It is understood that 10 million trees a year are used needlessly in the manufacturing of baby diapers, and we can now look to innovation as the method to get higher performing products to consumers at lower costs. They took lead out of gasoline, and that didn't kill the car market, nor did it negatively impact our relationship as consumers with petroleum. We’re confident the global market will embrace our revolutionary tree free diaper and retail partners will thrive with either our own proprietary products or those of other innovative companies who also could be looking to one day provide a diaper solution beyond tree fibers as we have."

Appointment of Alexander Valle Burkert as CTO

In line with its expansion, Soft N Dry has appointed Alexander Valle Burkert as its new Chief Technology Officer. Alexander brings a wealth of experience in product development and scaling operations, particularly in the baby diaper industry. His expertise will be instrumental in driving innovation and ensuring that Soft N Dry continues to deliver high-performance, sustainable, baby care products.

Ricardo Santana, President of Soft N Dry de México, commented, "We are thrilled to welcome Alexander to our team. His track record of success in bringing new products to market and his deep understanding of the industry will be invaluable as we continue to expand our footprint and enhance our product offerings, with manufacturing and fulfillment for European markets driven by our operations and partners in Mexico."

Market Opportunities and Strategic Growth

Soft N Dry’s Tree Free diapers are designed with proprietary ecoFlex Core technology, which eliminates the need for tree fiber, offering superior absorbency and comfort while minimizing environmental impact. This technology not only aligns with the EU’s sustainability goals but also positions Soft N Dry as a leader in the eco-friendly diaper market.

Alexander Valle Burkert shared his vision, stating, "Joining Soft N Dry at this pivotal moment is an exciting opportunity. I look forward to working with the team to drive further innovation and expand our product range, ensuring we meet the evolving needs of our retail partners and their customers."

About Soft N Dry Diapers Corp.

Soft N Dry Diapers Corp. (SDC) is a Canadian company specializing in advanced materials within the $60 billion global disposable baby diaper market. Utilizing its proprietary ecoFlex Core technology, SDC delivers superior product performance and sustainability to commercial manufacturing and retail customers across North and Latin America, and now Europe, outperforming traditional tree-pulp based materials. For more information, visit: www.SoftNDryCorp.com. For Europe: www.SoftNDry.fr, www.SoftNDry.de, and www.SoftNDry.co.uk for the UK.

Contact Information:

o Soft N Dry Diapers Corp. - 40 King St W, 42nd Floor Toronto, Ontario, Canada M5H 3Y2 – Tel. +1 800 310 4614 – press@softndrycorp.com

o Soft N Dry Europe - 33 Rue Lafayette, Paris, France, 75009 - press@softndryeu.com

o Soft N Dry UK - Medius House, 2 Sheraton Street, Soho, London W1F 8BH – Tel. + 44 20 7660 1534 - press@softndryeu.com

Forward-Looking Statements

Cautionary Note Regarding Forward-Looking Statements

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.

UK: https://www.prnewswire.co.uk/news-releases/soft-n-dry-tree-free-diapers-now-in-european-markets-302197562.html

EU: https://www.prnewswire.com/news-releases/les-couches-sans-arbre-de-soft-n-dry-desormais-sur-les-marches-europeens-302197882.html

CA: https://www.newswire.ca/news-releases/soft-n-dry-tree-free-diapers-now-in-european-markets-845842765.html