PRESS RELEASE

Soft N Dry Tree Free Diapers Adds Jim Daly to Growing Global Advisory Board

TORONTO, CANADA & CHICAGO, ILLINOIS / September 3, 2024 – Soft N Dry Diapers Corp. (“Soft N Dry” or “SDC”), the pioneer of tree-free disposable diapers for babies, today announced the addition of private label retail specialist Jim Daly as Strategic Advisor and new member of the Company's increasingly global Advisory Board.

Jim Daly has several decades of senior national retail experience and a fantastic reputation in the Soft N Dry private label retail sector, having served as President and CEO of Chicago-based Private Brands Sales & Marketing Inc. (Private Brands) for nearly three decades. Under his leadership, Private Brands grew to become the leading consumer packaged goods (CPG) service and distribution agency in the United States, working with major national retailers such as Aldi, Sam's Club, WinCo, Walgreens, CVS, Topco, HEB, etc. UNFI .

“The addition of Jim Daly to our Advisory Board completes our Soft N Dry Last Mile Retail Network strategy for our OEM partners and retail customers across the United States,” said Matthew Keddy, CEO of Soft N Dry. “Jim’s exceptional understanding of the private -label retail and his track record of driving growth through strategic partnerships and innovation-driven sustainability are a perfect fit with our goals. His expertise will be invaluable as we continue to expand our presence in North America and European distribution, particularly in this area. “ critical time of growing demand for sustainable and high-performance TreeFree DiaperTM products.

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Jim Daly's extensive background in retail and CPG will play a key role in shaping Soft N Dry's strategic direction as the company continues to lead the tree-free diaper market with its proprietary ecoFlex Core technology. This innovative approach eliminates the use of tree fiber in diaper production and positions Soft N Dry as a sustainability and performance leader in the global diaper market.

Commenting on his new role, Jim Daly said, "I am excited to join Soft N Dry's Advisory Board and work closely with the team. Soft N Dry represents a new direction in private label baby care products in the United States and Europe," and its commitment to sustainability and product innovation is a perfect fit with the evolving needs of today's retailers and consumers. I look forward to leveraging my experience to help Soft N Dry grow and succeed in this fast-growing market.

Jim's appointment comes at a time when the global private label retail market is experiencing unprecedented growth. According to recent data from Circana Inc. for the Private Label Manufacturers Association (PLMA), private label in the U.S. accounted for 20.5% of all unit sales and 18.8% of dollar sales in the first half of 2023, both record highs. Jim's insights and experience will be critical to Soft N Dry's strategy to compete in this booming new TreeFree Diaper^TMsegment to gain more attention and market share.

In his advisory role, Jim Daly will work closely with the leadership team and board members in North America and Europe to develop and implement strategic initiatives that drive Soft N Dry's growth, innovation and sustainable product offerings to OEM baby diaper manufacturers and retailers with own-brand diaper products in North America, Europe and Latin America.

About Soft N Dry Diapers Corp

Soft N Dry Diapers Corp. (“Soft N Dry” or “SDC”) is a Canadian company specializing in tree-free, advanced materials in the $60 billion global disposable baby diaper market. Using its proprietary ecoFlex Core technology, Soft N Dry delivers superior product performance and sustainability to commercial manufacturing and retail customers in North America, Latin America and Europe, outperforming the new TreeFree Diaper category.^TM traditional wood pulp-based materials. For more information, visit: www.SoftNDryCorp.com.

Contact information:

o Soft N Dry Diapers Corp. - 40 King St W, 42nd Floor Toronto, Ontario, Canada M5H 3Y2 – Tel. +1 800 310 4614 for media and +1 800 265 0643 for relations with investors in North America – press@softndrycorp.com

Forward-looking statements

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This news release contains certain statements and information that may constitute forward-looking information within the meaning of applicable Canadian securities legislation. All statements in this news release, other than statements of historical fact, including statements regarding future estimates, plans, objectives, schedules, assumptions or expectations of future performance, including the terms of the proposed transaction and future developments and the business and operations of the "Resulting Issuer" following the proposed transaction, are forward-looking statements and contain forward-looking information. Generally, forward-looking statements and information can be identified by the use of forward-looking terminology such as "intends" or "expects" or variations of such words and phrases or statements that certain actions, events or results "may", "could", "should", "would" or "occur". Forward-looking statements are based on certain key assumptions and analyses made by the Company and the opinions and estimates of management as of the date of this press release, including the assumption that the terms of the proposed transaction will be consistent with management's expectations and that future developments, and the business and operations of the "resulting issuer" following the proposed transaction will proceed as management anticipates. These forward-looking statements are subject to known and unknown risks, uncertainties and other factors that may cause the actual results, level of activity, performance or achievements of the Company to be materially different from those expressed or implied by such forward-looking information. Important factors that could cause actual results to vary include, among others, that the terms of the proposed transaction will not be consistent with management's expectations or will not be completed at all; the terms of the proposed financing will not be consistent with management's expectations or will not be completed at all; and future developments, and the business and operations of the "resulting issuer" following the proposed transaction will not be as management anticipated. Although management of the Company has attempted to identify important factors that could cause actual results to differ materially from those contained in forward-looking statements or forward-looking information, there may be other factors that cause results not to be as expected, estimated or intended. There can be no assurance that such statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on forward-looking statements and forward-looking information. Readers are cautioned that reliance on such information may not be appropriate for other purposes. The Company undertakes no obligation to update any forward-looking statements, forward-looking information or financial projections incorporated herein by reference, except in accordance with applicable securities laws.

SOURCE: Soft N Dry Diapers Corp.