Cushelle is excited to announce that our Original, Quilted, and Quilted Lotioned Longer Lasting Roll ranges are now available with 50% more sheets on each roll. This means that shoppers will run out less often and can make a more sustainable choice for their toilet paper needs.
Following the success of our move to Longer Lasting Rolls in the household towel category with our Plenty brand a couple of years ago, Essity has taken the initiative in 2022 to lead the market move within the Bathroom Tissue category with Tubeless Longer Lasting Rolls. This innovative offering, which is both convenient and sustainable, has been welcomed by customers and shoppers, resulting in strong support. The success of this initiative has served as the rationale for now rolling out Longer Lasting Rolls across the Cushelle portfolio.
With 50% more sheets per roll, our Longer Lasting Rolls are also more space efficient. This benefits shoppers by requiring less space for storage and reduces the frequency of running out. For retailers, the product offers better use of shelf space and greater efficiency throughout the supply chain.
Moreover, the transition to Longer Lasting Rolls aligns with Essity’s sustainability goals. It helps reduce the amount of pallets, lorries, and packaging needed to bring Cushelle’s irresistible cushiony softness to our customers.
To ensure effective communication of this market move, Essity has made significant investments in a bespoke multi-million pound marketing and shopper campaign. This comprehensive campaign covers the full Path-to-Purchase, from TV advertisements to instore activations, and everything in-between. We are committed to driving mass awareness and education to inform shoppers, encourage behavioral change, and convey that Cushelle is leading the charge in this category change towards a more convenient and sustainable solution.
