A subsidiary of the WEPA Group, based in Germany, WEPA UK is launching its first brand: Feel Good ecological toilet paper. The new brand will be available starting this month in a package of nine extra white rolls packed in bright green recyclable paper.
According to the company, Feel Good is made with “recycled paper of the highest quality, including scrap paper, magazines and even retail catalogs”. It is “naturally soft” and had been “designed to meet the needs of today’s environmentally conscious consumer”.
The rolls will be produced at WEPA facilities in Bridgend, South Wales, with materials from European suppliers and the launch is set to be supported by a marketing activity including trade and consumer PR, an online animation highlighting Feel Good’s eco-credentials, and social media content.
“Today’s consumer is savvier than ever when it comes to making sustainable purchasing decisions, and toilet roll is no exception,” said WEPA sales director Carl Mitchell.
WEPA conducted a consumer survey, which noted “that the first image that comes to mind for recycled toilet paper is a dull product, that simply doesn’t live up to expectations when compared to traditional roll.”
“We identified a gap in the market for a high quality, eco-friendly toilet paper that’s kind to your wallet and the environment, while delivering that all-important strength and softness that shoppers are seeking,” he added.
WEPA UK has been a leading supplier of private label paper products for decades. In the next two years, the company will invest more than £ 100 million in a new paper line at its Bridgend plant. With that, “see capacity and scope of products increase and will propel WEPA UK’s status in the UK & Ireland markets.”
Find out more about WEPA UK at: wepa.eu/uk/wepa-uk/about-us/.