DuPont debuts SureSleep brand

Marvin Lazaro, April 16, 2001

WILMINGTON, DE — DuPont Sleep Products unveiled a new brand for retailers and bedding manufacturers during market week, SureSleep, which will showcase the unique benefits of latex foam and combine the best qualities of foam and fiberfill.

Research conducted by DuPont and its foam manufacturing partner, Latex Foam Products (LFP), which is based in Ansonia, CT, found a strong loyalty between consumers and latex foam products. The result was SureSleep.

Among the initial introductions under the new brand are a pure latex foam sleep pillow as well as the Perfect Balance sleep pillow, which combines latex foam and fiberfill.

"This is only the first effort to increase consumer awareness of latex foam pillows through the SureSleep brand that is based on consumer research," said Donna Kelloway, bedding textiles manager, DuPont Bedding Textiles. "We are excited to deliver a highly focused market approach and the addition of Perfect Balance to the latex foam line is just the beginning of new innovations reflective of consumer needs that this alliance brings forth."

According to Tom McCain, manager, sales and marketing, LFP, the latex foam pillow is hypo-allergenic and provides a balance of comfort and support. The foam will generally retain its shape and support properties as opposed to a fiberfill product over the same amount of time, he said.

The Perfect Balance pillow combines all of those qualities as well as being wrapped in a layer of continuous spun fiberfill. Consumers using the pillows will benefit from the extra layer of softness while enjoying the support of the foam.

"The Apparel and Textile Sciences vision is to translate market needs into new offerings by linking DuPont science and product development with strong brand benefits that target consumer needs," said Tom Kearns, director, Global Home Textiles, DuPont. Our strong global networks enable us to meet market needs and make it simpler for the customer to work with DuPont."

New packaging, aimed at evoking a trial period from the traditional fiberfill consumer, will also be part of the brand rollout.

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