The toilet paper designs express the identified consumer needs:

  • Comfort
  • Pampering
  • Cleanliness
  • Clean & distinctly pampered
A unique design for each variant communicates the benefit, so that consumers fast and easy can find their desired choice on the shelf. The variant names are also harmonized globally.

88% of the consumers have confirmed that the new global toilet paper design is innovative and modern:

"I associate the heart with something loving, friendly, caring"

"The big heart shape and the little heart really add something special, really different from common toipa packs"

"Wow, I like it! I'm gonna buy it the next time I see it in the store"

The global pack design is the first step into transforming our consumer toilet paper business into one global consumer brand. Toilet paper with the new design is already available in France, Mexico, UK, Finland, Denmark and the Netherlands.

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