WEPA UK launches first branded toilet paper
PRIVATE label paper product supplier WEPA UK has launched a new consumer-facing brand with sustainability at its heart.
Feel Good toilet paper is billed as an eco-friendly paper aimed at environmentally conscious consumers.
Each pack of Feel Good paper contains white rolls, made from 100% recycled materials.
Feel Good is packaged in green paper wrap and the toilet paper itself is manufactured from high-grade recycled paper, including waste office paper, magazines and retail catalogues.
The paper outer can also be recycled alongside other household waste.
Feel Good marks WEPA’s first foray into manufacturing and supplying its own brand in the UK.
The launch is being supported by a comprehensive marketing programme which includes trade and consumer PR and an animated website showcasing the brand’s manufacturing process. WEPA will also be promoting the brand across Facebook and Instagram, with activities including competitions and giveaways.
Feel Good is manufactured at WEPA’s Bridgend facility in South Wales, from materials sourced from European suppliers.
Carl Mitchell, sales director at WEPA UK, said: “Today’s consumer is savvier than ever when it comes to making sustainable purchasing decisions and toilet roll is no exception.
“Our extensive consumer research tells us 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 rolls.
“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.
“Feel Good is perfectly placed to meet these needs, enabling retailers to drive sales from the category, while giving consumers the option to shop more sustainably at a reasonable price.”