(CNN) - Diapers are a dad thing, too, and Huggies agrees. For the first time, the company is featuring dads with babies in ads and packaging.
It's a shift for the company that once got criticism for ads that portrayed fathers as disconnected from their kids.
There are seven different box designs in the new premium diaper line - three with men and babies and four with women and babies.
The new diapers tout plant-based ingredients, leak protection and "ultimate softness."
Huggies says the new black boxes are to make the diapers feel like a premium product.
They started rolling out to stores this month.
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