Rascal + Friends Premium Diapers

Rascal + Friends (often branded as Rascal) was founded in New Zealand by siblings who sought to create a premium, high-performing diaper that was free from harsh chemicals. Since its launch, the brand has gained massive international popularity for its signature teal-colored packaging and feature-rich designs, such as high waistbands and deep pocket cuffs to prevent leaks.

While the brand's creative direction and research and development remain rooted in New Zealand, the manufacturing is primarily outsourced to large-scale, specialized facilities in China to meet global demand. This allows the brand to maintain an affordable price point while following strict quality and safety certifications. In recent years, the brand has expanded its footprint through major retail partnerships with companies like Walmart and Tesco.

In 2024, the brand underwent a significant corporate evolution as it was acquired by the ZURU Group. This acquisition has integrated Rascal into ZURU's extensive global distribution network, fueling further expansion into new personal care categories and international markets. The brand continues to market itself as a "no nasties" alternative for modern parents.