The Bottom Line.

The article profiles the innovation shown by the Kimberly-Clark company, makers of Huggies Supreme Natural Fit diapers. The forced-failure tests performed by the company ensures that the diapers match product standards. According to the article, the diapers were the most successful new nonfood brand of 2007. How innovation can be used to mean improvements rather than referring to something new is explored. The influence of children's underwear in Kimberly-Clark's diaper design is discussed.