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Feel Good eco toilet paper

Own-label paper goods supplier WEPA UK has unveiled its first-ever brand: Feel Good eco-friendly toilet tissue.

Feel Good was made from only “the highest-grade recycled paper, including waste office paper, magazines and even retail catalogues” said WEPA. It was “naturally soft” and had been “designed to meet the needs of today’s environmentally conscious consumer”.

The new brand will be available from mid-May as a pack of nine, bright white rolls (rsp: £4.45). They come in a bright green, recyclable paper wrapper bearing the strapline ‘Kind to the planet & gentle on your bottom’.

The rolls will be produced at WEPA’s Bridgend facility in South Wales, with materials from European suppliers.

The launch is set to be supported by a marketing activity including trade and consumer PR, an online animation highlighting Feel Good’s eco-credentials, and social media content across Instagram and Facebook from next week.

“Today’s consumer is savvier than ever when it comes to making sustainable purchasing decisions, and toilet roll is no exception,” said WEPA sales director Carl Mitchell.

The supplier’s shopper research had found “that the first image that comes to mind for recycled toilet paper is a dull product, that simply doesn’t live up to expectations when compared to traditional roll” he added.

“We identified a gap in the market for a high quality, eco-friendly toilet paper that’s kind to your wallet and the environment, while delivering that all-important strength and softness that shoppers are seeking.

A subsidiary of WEPA Group, headquartered in Germany, WEPA UK has been a leading supplier of private-label paper products for decades, with a customer base including some of the country’s biggest grocery retailers.

Over the next two years, the supplier will invest more than £100m in a new paper line at its Bridgend plant. It would “see capacity and scope of products increase and will propel WEPA UK’s status in the UK & Ireland markets” the business said.

Sales of toilet tissue soared last year in grocery, growing in value by 7.4% on volumes up 6.6% as locked-down Brits stocked up [Nielsen 52 w/e 5 September 2020].

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