Kruger Products relaunches away-from-home division with new Kruger PRO identity
Company rebrands to emphasize connection with customers and introduces consumer brands in the institutional segment
Kruger Products, Canada’s leading tissue manufacturer, has announced the rebranding of its away-from-home division, now called Kruger PRO. The new identity reflects the company’s commitment to strengthening the connection with customers and migrating from a purely B2B model to a more people-oriented positioning.
According to Stephen Blythe, the company’s vice-president of Marketing, “Kruger PRO is our latest step towards becoming the most trusted tissue company in North America”. The initiative seeks to emphasize the importance of human relations in the tissue sector and highlight the company’s competitive edge in the market.
As part of this reformulation, Kruger PRO will incorporate some of the company’s main consumer brands in the institutional segment. From April, customers will have access to Cashmere and Scotties in Canada, and White Cloud in the United States, bringing greater comfort and familiarity to products away from home.
In addition, White Swan, a brand focused on sustainability, has also undergone a visual update. The new identity includes a modernized logo, a green color palette and elements inspired by nature, reinforcing its environmental positioning.
With these changes, Kruger Products is reaffirming its position as a reliable partner, offering high-quality products and strengthening its presence in the institutional tissue sector.
