Essity launches new Cushelle toilet papers with long-lasting rolls

Essity, through its British toilet tissue brand Cushelle, is launching lines with 50% more sheets in each roll, meaning a more economical and sustainable choice for consumers. The novelty applies to Cushelle’s Original, Quilted and Quilted Lotioned Longer Lasting Roll ranges.

Building on the success of the shift to long lasting rolls in the household towel category with its Plenty brand a few years ago, Essity took the initiative in 2022 to lead the market shift in the bathroom tissue category with coreless long lasting rolls . This innovation, convenient and sustainable, was well received by consumers, which, according to the brand, justifies the launch in the entire Cushelle portfolio.

The longer-lasting rolls have 50% more sheets per roll and are therefore more space efficient, which benefits consumers who need less space to store and can shop less frequently, and for retailers, it provides better use of shelf space and more efficiency across the supply chain.

The move to long-life rolls was also another step towards Essity’s sustainability goals, helping to reduce the amount of pallets, trucks and packaging needed to get product to customers.

The company strongly believes in investing in the clear communication of this market movement. “We have developed a bespoke multi-million pound marketing and shopper campaign throughout the full Path-to-Purchase from TV through to instore activation, and plenty more in-between. We will be driving mass awareness and education to help inform shoppers, drive behavioural change in product choice and to communicate that Cushelle is leading the charge in this category change to a more convenient, more sustainable solution,” said Hazel Reece, senior brand manager for Cushelle.