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Gro Baby - will now be known as GroVia brand products
May '10
The Natural Baby Company – purveyor of premium diapering and natural parenting products – announced its rebrand as GroVia in support of the company's growth strategy. Operating under its new name immediately, all product lines designed and sold by the company - including the blockbuster line of cloth diapering products, Gro Baby - will now be known as GroVia brand products. With a new name, logo, packaging, and tagline the GroVia name better reflects the company's present position as a leading natural parenting brand and its mission of simplifying the way parents nurture baby, naturally. Setting the rebrand in motion is the launch of the GroVia BioDiaper, the most innovative eco-friendly diaper ever to hit the global market.

"In just a year since its launch, the Gro Baby cloth diaper line took the market by storm. To celebrate the booming natural parenting and cloth diaper business, we wanted to honor the product that has inspired so much growth within our company and the lives of our customers," said GroVia founder and CEO, Kim Ormsby. "In response, we've chosen GroVia to hold our company, and ensure parents that our products will simplify natural parenting -- providing modern and accessible solutions to help babies thrive and grow into healthy, mindful children."

Aiming to revolutionize the mainstream diaper industry, the first product to launch under the GroVia brand is the new-to-market GroVia BioDiaper. With 93-95% of reported diaper customers choosing disposables, GroVia hopes to guide parents toward a familiar product with an opposite impact. The first disposable diaper made of Ingeo Fibers and Oeko-Tex Standard 100 Certified, the BioDiaper is made from renewable resources and approved under the strictest global testing and certification system as a product that contains no substances known as harmful to humans. The diaper incorporates biodegradable technology in its components yet maintains a super soft comfort and waterproof outer that disposable customers expect. GroVia is the first to introduce this proprietary technology to the United States.

Uniting the eco-friendly standards of all GroVia products with the convenience of disposables, the BioDiaper contains no carcinogens, chlorine, or other unsafe toxins found in most disposable diapers. With 27.4 billion disposable diapers used each day in the U.S. alone, GroVia's BioDiaper is the next historic step in greening the planet and baby from the bottom, up.

GroVia's mission is to simplify the way parents nurture baby, naturally. The company looks forward to improving its lucrative position in the natural parenting industry, as well as expanding to a more mainstream customer base by offering critical improvements to familiar products that other companies cannot provide.


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