Kimberly Clark is dropping its nappy brand Huggies from the UK and Europe, due to the brand failing to command loyalty among consumers.

The personal care giant said it was refocusing its resources and investments in Europe to concentrate efforts on leadership brands such as Andrex, and as a result it would be axing its Huggies brand.

The major strategic rethink by the FMCG company could see up to 1,500 job losses with Huggies being removed from all European markets except Italy.

Kimberly Clark will retain its premium nappy sub-brands, Pull-Ups, DryNites and Huggies Little Swimmers.

It is said that the company are refocusing on its child-care and wipe categories, which have grown at 8% over the last year. The company had a leadership market position in these areas.

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