Cushelle’s new SKU brings paper packaged product to market to provide consumers with an alternative to plastic

Cushelle, the UK’s fastest growing toilet tissue brand, is launching its first mainstream, quality, paper packaged toilet tissue.

In a bid to provide consumers with an alternative to plastic packaging, Cushelle’s Double Rolls in Paper Packaging will help reduce plastic waste and provide consumers with another option that makes recycling easier.

The paper packaging is made from FSC certified sources and like all Cushelle products, 100% of the fibre used for Cushelle Double Rolls has been responsibly sourced and is FSC or PEFC certified and controlled.

Sian Dixon, Cushelle’s Marketing Manager said: “Our new Cushelle Double Rolls in paper packaging offers consumers the chance to make small changes without compromising on quality.

“At Essity, we are working towards 100% recyclability of all our packaging by 2025, and our Cushelle paper packaging is a big step in the right direction. Our aim is to help reduce plastic waste and provide consumers with another option that makes recycling easier, with 99% of UK households having access to paper recycling. In addition, by introducing Cushelle Double Rolls in paper packaging, we have been able to save 4.3 tonnes of plastic, use 4.5m fewer cores and reduce our carbon footprint by 2.2%.” *

The paper packaging is solid green to help with shelf-standout and features Cushelle’s brand credential “Kenny” to reinforce the irresistibly cushiony softness that the brand is known for.

Cushelle Double Rolls in Paper Packaging (RRP £6.00) contains six double rolls and the added convenience of 360 sheets per roll – twice as many sheets than a standard roll.

Cushelle Double Rolls in Paper Packaging will be available to buy in Asda, Tesco, Waitrose, Co-op and Ocado from April 2020.

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