In today’s world, with so many brands and such a stream of innovation, consumers are often confused. Research done globally has consistently indicated that consumers are overwhelmed by choices and how to differentiate between brands. As a result, many consumers will look to authority figures to help them decipher the various choices and arrive at the right option for their family and circumstances. Often, these authority figures are professional associations, whose sole purpose is knowing the intricate details of their area of expertise.

The prestigious “Medical Wellness Association”, in a bid to help consumers decipher what is the best option for their babies, has done extensive research and analysis on the various options in the regional and global markets. And after all the data was in, they have decided for the FIRST TIME to endorse a diaper brand, the FIRST TIME IN THE WORLD. And it is one of our very own: Fine Baby®!

Danny Tawil, Head of Consumer Products at “Fine Hygienic Holding”, said “We are honored to receive such an endorsement from a globally renowned association. This is a remarkable achievement for Fine Hygienic Holding Group and is another proof of our long-standing history and commitment to providing world-class hygiene products to our consumers in the markets we have presence in”.

Tawil pointed out that this achievement is not only for Fine Hygienic Holding, but also for the region as a whole; having a product that is made in the GCC receive a recognition from a respected organization such as the Medical Wellness Association.

The diapers’ testing was done not only in the region, but also in globally recognized laboratories in France and the United States of America. All vectors of diaper performance were tested including a focus on absorbency, arguably the key measure of performance. Fine Baby® met all the requirements of the highest standards set by the “Medical Wellness Association” and received the endorsement for its highest performance in providing superior skincare for babies.

As a final step, the “Medical Wellness Association” looked at the pricing, given affordability will always be important.

Adding all the pieces together, Fine Baby® comes out as the winner!

Mihran Najarian, Head of Mature Markets at “Fine Hygienic Holding”, said “This is a huge honor for not only Fine Baby® but also for the region. Never in history has the “Medical Wellness Association” endorsed a diaper. And now they endorse our brand first, before any diapers in places like Europe or North America! It’s just a huge honor.”

“And the best news is for consumers. Now you have a true panel of medical wellness experts, giving you clarity in a category filled with choices and promises from differing brands. Fine Baby® is the choice of experts”, adds Danny Tawil, Head of the Consumer Products at “Fine Hygienic Holding”.

About Fine Hygienic Holding

Fine Hygienic Paper Company was established in 1958 by Mr. Elia Nuqul. Considered among the top hygienic paper manufacturing groups in the world, Fine Hygienic Holding specializes in sanitary product manufacturing and innovative hygienic solutions. Under the Nuqul Group umbrella, which compromises 30 local, regional, and global companies that form the operational nucleus, Fine Hygienic Holding plays an instrumental part in developing various sanitary products to achieve its goals of creating “a happier world” and becoming the ideal and preferred daily partner of consumers around the world

As part of its long dedication to adhere to the highest health and safety standards and the latest environmentally-friendly practices, Fine Hygienic Holding relies on its patented ‘Steripro™’ sterilization method and its ‘No Touch’ mechanism. These innovative techniques guarantee the highest levels of sterilization and quality for consumers, as the products go through the entire production process without ever being touched by a human hand.

As an inevitable consequence of its efforts and commitment to unmatched quality, “Fine Hygienic Holding” was awarded the Chain of Custody Certification (CoC) award, which allows it to place the Forrest Supervision Council (FSC) insignia on its packaging globally. In addition, the company was awarded with the ISO Quality Control Certificate ‘ISO 9001:2000,’ the ISO Environmental Management Certificate ‘ISO 14001:2004,’ and the ISO Safety and Occupational Health Certificate. Further achievements worth mentioning are the King Abdullah II Excellence Award; which the company won 4 times, the Aon Hewitt Award; classifying it among the top 15 employers in the Middle East, and the Superbrands Award; which the company won twice in a row in recognition of the elite industrial status the company achieved both locally and regionally. Finally, in a Forbes Magazine poll that resulted in naming the Top 40 Arab Commercial Brands, the group placed ninth overall.

Fine Hygienic Holding continues to push for expansion to enhance its presence and market penetration, which currently serves over 45 regional and global markets including the Middle East, the United States of America and Europe.