Hyba® by Quilted Northern®

Profitable Innovation

In 2017, Hyba® launched as a test to see if consumers would be interested in a personal cleansing system that allows you to add a customizable amount of cleansing solution to tissue to create a fresher clean with worry-free flushability.

The initial test provided key learnings on MVP product requirements to inform a second-generation test. In addition to updating the product to improve customer satisfaction, there was also a need to drastically reduce cost in order to prove out the long-term profitability of the offering.

In collaboration with product design, we were able to cut packaging costs by over 60% compared to our first-generation test and reduced photography and videography costs by more than $100K, while still maintaining a premium brand feel and unboxing experience.