Kimberly-Clark’s U.K. line of Andrex toilet tissue will launch Andrex Eco, made with 90 percent recycled fiber and 10 percent bamboo, the company said.
All packaging for the Eco tissue is sourced from 100 percent recycled content, and can be recycled, including the core, plastic packaging, and packaging used during distribution to retailers, the company said.
The new product is Forest Stewardship Council-certified for the bamboo and recycled fiber supply chain, Andrex said.
According to Marketing Week, the Eco paper is the first time that bamboo – which produces more fiber on less land than conventional trees used for toilet paper – has been used by a mainstream tissue brand in the U.K.
Jon White, Kimberly-Clark marketing director for tissue products, told Marketing Week that sustainable toilet paper currently represents 3.5 percent of the total U.K. toilet tissue market, but the company sees the opportunity to expand in the eco toilet paper category.
Andrex wants its Eco brand to compete with mainstream products, and it will priced the same as other Andrex products rather than at a premium level, all while promoting its sustainable attributes, Marketing Week said.
On its website, Andrex points out that variants of its branded toilet tissue sold in the U.K. already have FSC certification, and that Kimberly-Clark works with WWF Forest & Trade Network and Greenpeace to maintain progressive fiber sourcing policies.