Charmin introduces wider toilet paper sheets as new standard for the brand

Charmin, Procter & Gamble’s toilet paper brand, has launched Ultra Strong with Wider Sheets, a redesigned product intended to improve coverage and cleaning performance. The introduction comes as the company seeks to strengthen its business results, bringing a new format to a household paper product category that has historically seen relatively few major changes.

“Consumers may not think to ask for a wider sheet, but they do know a better clean when they feel it. With Ultra Strong with Wider Sheets, we’ve taken something people use every day and made it meaningfully better,” Alex Perez, brand vice president for Charmin at Procter & Gamble, said in a statement.

According to Charmin, the new design is four times stronger, although the company has not specified the product used as the basis for that comparison. The manufacturer also claims that consumers can use 50% less toilet paper with the wider sheets. However, that figure is based on a comparison with single-ply budget brands in the United States, rather than with the previous version of Charmin Ultra Strong.

The redesign also reduces the number of sheets per roll. A study cited by Good Housekeeping found that the new rolls contain 297 sheets, compared with 330 in the existing product line. The difference raises questions about whether the wider format could also result in a form of shrinkflation, in which consumers receive less product per unit while the offering is presented as an improvement.

ROLL FIT GUARANTEE

The new rolls are approximately one-fifth of an inch, or about half a centimeter, wider than the previous version. The increased width could create compatibility issues with some household toilet paper holders.

To address this concern, Procter & Gamble is offering customers a free roll extender for the new product. The company has also introduced a Roll Fit Guarantee, which allows customers to receive a refund for one roll if they are dissatisfied within 60 days of purchase.

 

The launch is accompanied by a marketing campaign aimed at promoting the product’s features. Charmin’s press materials describe the redesign as an improvement to the everyday bathroom experience, stating that “the innovation creates an upgraded experience that redefines what ‘good enough’ should look and feel like in the bathroom.”

The company has confirmed that Ultra Strong with Wider Sheets will become the new standard for the Charmin brand, rather than remaining a limited product introduction.

A SLOW-MOVING INDUSTRY

The launch highlights the relatively gradual pace of innovation in household paper products, including toilet paper, paper towels and napkins. These products generally fulfill established consumer needs, limiting the pressure for frequent redesigns. Although the market offers alternatives across a range of price points and performance levels, products with additional features may also command higher prices.

One of the more recent notable developments in the category came in 2025, when Brawny introduced three-ply paper towels designed for cleaning up spills. Georgia-Pacific, the brand’s owner, has not separately disclosed the sales impact of that product change.

Charmin’s wider-sheet format therefore represents another attempt to differentiate a familiar household staple through a change in product design, while its long-term commercial impact remains to be seen.