For the first time ever, Huggies is featuring dads with their babies in ads and diaper packaging.

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WIVB reports the company once was on the receiving end of criticism for portraying dads in a disconnected way; the new marketing featuring dads combats that perception.

There are seven different box designs for Huggies new premium diaper line; three of the boxes feature men with babies, and four of the boxes with women and their babies.

The new premium diapers feature plant-based ingredients, leak protection and “ultimate softness," according to WIVB.

The new diapers are in black boxes and started rolling out to stores this month.