Toilet roll brand Andrex is extending its Mega Rolls format. Initially launched in July 2022 with the Classic Clean variant, it will now be available to purchase in two additional formats: Supreme Quilts, designed with softer and thicker sheets, and Gentle Clean, embossed with the Andrex puppy.
Mega Rolls offers at least 50% more sheets on each roll. Reflecting the brand’s mission to become more sustainable, Andrex Mega Rolls use less plastic packaging and cardboard, require fewer trucks to transport, and contains at least 30% recycled material.
Andrex Supreme Quilts and Gentle Clean Mega Rolls will be available from 5 June and will continue to roll out nationwide throughout the summer.
“We are committed to listening to our customers’ needs and have been looking for ways to improve their lives through our Andrex products for over 80 years,” said Dan Howell, Vice President and Managing Director UK & Ireland, Kimberly-Clark.
“We know that our customers are constantly looking for better value during their weekly shops but still want comfort and quality, which is why we are proud to extend our Andrex Mega Rolls portfolio to include Gentle Clean and Supreme Quilts. A family-size pack which lasts 50 per cent longer compared to standard rolls, so families can feel confident in enjoying a superior feeling of clean, for even longer.”
NAM Implications:
- Makes a change to the shrinkflation currently in the tissue category…
- Also, are we the only ones to notice the downgrading in physical tissue-based product…
- …as suppliers struggled with rising costs and tried to survive on traditionally narrow margins.
- A courageous and innovative step by Andrex.
- And one to watch…
