A new standard in trash: Inside Glad’s LeakGuard breakthrough
By Ericka Santos, Glad Brand Experience Lead – Marketing, and Jeff Stiglic, Glad Innovation – R&D
Launched in January 2026 and gaining momentum, Glad LeakGuard is the first kitchen trash bag with new liquid-locking technology designed to solve the category’s No. 1 unmet need: leak protection. Able to absorb* up to 100x their weight in water and prevent leaks even if punctured, LeakGuard bags are available online and nationwide at U.S. retailers.
Trash bag leaks turn a simple household task into a messy, frustrating experience. By solving that everyday pain point, Glad is building stronger trust with consumers while attracting new households who seek better-performing solutions, a high-impact opportunity to drive both category and business growth.
Built from real consumer insight
For many consumers, managing trash is more than routine — it’s a source of frustration when leaks create mess, stress, and extra cleanup. With consumers at the core, here are some insights that drove the innovation:
- Leak protection is the No. 1 priority beyond strength for shoppers.
- 38% of consumers experienced leaks in the past year.
- 1 in 3 consumers switch bags because of leaks.
The impact goes beyond inconvenience, with consumers using inevitable workarounds, including double bagging, adding paper towels, or diverting liquids altogether to avoid a leaky bag, resulting in increased effort and mental load. Consumers don’t just want stronger bags. They want confidence that leaks won’t happen at all.
A breakthrough now in market
To solve this tension, Glad introduced a fundamentally new approach. Glad LeakGuard is the first kitchen trash bag with integrated-absorbent technology that is built for consumers who crave a solution that stops leaks before they happen. Using the same liquid-locking technology as diapers and puppy pads, the LeakGuard layer can hold up to 100x its weight in water.
Unlike traditional trash bags that rely on thickness alone, LeakGuard actively manages liquid waste. The result: a more dependable, worry-free experience. Additional product benefits include:
- First kitchen trash bag with liquid-locking technology
- Absorbs and locks liquids to help stop leaks*
- Helps prevent leaks even if the bag is punctured
Building momentum in market
Since its launch, Glad LeakGuard is gaining strong traction across channels. A bold campaign built on “demo-tainment” aims to educate and entertain, while messaging reinforces leak-protection superiority and innovation. Highlights include:
- Available nationally across key U.S. retailers and e-commerce platforms including Target, Walmart, Dollar General and Amazon
- Collaboration with Sesame Street, featuring Oscar the Grouch as a strategic driver on-pack, resulting in incremental merchandising events
- Supported by a full-funnel campaign spanning TV, digital, social and in-store
- Influencer amplifications show simple, visual product demonstrations and underscore LeakGuard’s absorbent technology
The bottom line
The first kitchen trash bag with liquid-locking technology, Glad LeakGuard is redefining what a trash bag can do, transforming everyday frustration into high-impact innovation that drives consumer confidence and unlocks meaningful growth. It’s a clear example of IGNITE in action — translating insight into innovation that delivers superior consumer experiences.
*Absorbs most aqueous liquids.