Regina Rotoloni maxi rolls expand to five European countries

Regina, a brand of the Sofidel Group, leading global manufacturer of tissue paper for hygienic and domestic use, has announced the launch of its Regina Rotoloni toilet paper maxi rolls in major retailers across Spain, Poland, the Netherlands, Hungary, and Romania.

For over 30 years, Regina Rotoloni (Maxi Rolls) has been a staple in Italian households, gaining iconic status among consumer goods. The product’s advertising campaigns, featuring memorable jingles like “Never-ending rolls,” have become part of Italian tradition and advertising lore. The introduction of Regina Rotoloni also led to the creation of a new Nielsen product category, Maxi Rolls, characterized by a larger diameter and more than double the length of standard rolls.

Currently, Regina ranks as the second-largest tissue paper brand in Europe by annual sales value. Beyond Italy, Regina products are available in 23 European countries, offering a range of items including toilet paper, kitchen towels, napkins, handkerchiefs/tissues, and hand towels.

 

The rollout of Regina Rotoloni toilet paper in these five European markets aims to address consumer needs and enhance category value by offering high-quality tissue paper rolls that are more than twice as long as standard rolls while occupying half the shelf space.

“With the same certainty of performance of our products, Regina Rotoloni ensures longer duration, or less frequent change of the rolls, and less frequent shopping for toilet paper at supermarkets, as well as unique sustainability attributes, such as less packaging material and core cardboard per kg of paper and more efficient transportation per tons of paper”, stated Philippe Defacqz, Sofidel vice president of Marketing & Sales – Brand.

This European launch aligns with Sofidel’s broader sustainable development strategy, contributing to its environmental sustainability goals. In line with Sofidel’s aim to halve the impact of conventional plastic by 2030, Regina Rotoloni will be packaged in either recycled plastic or kraft-paper, depending on the specific country.