Cottonelle Announces New Claims for Flushable Wipes

Flushable wipes category leader Cottonelle® wants consumers to know its flushable wipes have always been flushable, and the latest product improvement has enhanced the wipes flushability so they break down like toilet paper.

“While the majority of Americans agree that using flushable wipes with dry toilet paper is worth it to feel the extra clean, only one-third feel comfortable flushing flushable wipes,” explains Ada Zavala, senior brand manager, Cottonelle Brand. “The enhancements to our product are designed for a worry-free flush giving consumers the confidence that their flushable wipes will break down like toilet paper.”

Along with being the “#1 Septic-Safe Wipes Brand among national brands,” Cottonelle is proud to promote that the most recent formulation of its wipes is plumber approved and compliant with International Water Services Flushability Group (IWSFG) 2020 flushability specifications. IWSFG is comprised of water professionals seeking to provide guidance on what should and shouldn’t be flushed.

“We recognize the responsibility to consumer education and product efficacy that comes with being the category leader in flushable wipes, and we don’t take that lightly,” continues Zavala. “It’s through our efforts with wastewater officials and organizations that we are able to help educate consumers on what is, and is not, flushable.”

Kimberly-Clark introduced Cottonelle flushable wipes over a decade ago, tapping into the existing expertise of its parent company. Kimberly-Clark and Cottonelle work closely with industry organizations, including by complying with the International Water Services Flushability Group specifications, to set the highest quality standards for its flushable wipes.