WEPA UK, leading supplier of private label paper products for the UK and Ireland, is introducing Feel Good; an eco-friendly toilet paper designed to meet the needs of today’s environmentally conscious consumer.
Available from July (RRP £4.45), each pack will contain nine naturally soft, bright white toilet rolls, made from 100 per cent recycled materials.
Complete with a vibrant green paper wrap that is guaranteed to stand out on shelf, Feel Good is manufactured from the highest-grade recycled paper including waste office paper, magazines, and even retail catalogues.
The paper outer can also be recycled alongside other household waste.
Feel Good will be manufactured at WEPA’s Bridgend facility in South Wales, with materials sourced from European suppliers, reinforcing the brand’s credentials, and reducing its ecological footprint.
A subsidiary of WEPA Group, headquartered in Germany, WEPA UK’s customer base includes some of the country’s biggest grocery retailers, supplying market-leading hygiene papers to households across Britain.
Feel Good marks the company’s first foray into manufacturing and supplying its own brand in the UK. The launch will be supported by a comprehensive marketing programme including trade and consumer PR, an animation hosted on the website – showcasing the brand’s manufacturing process and USP’s – and social media activity across Facebook and Instagram including competitions and giveaways.
Carl Mitchell, sales director at WEPA UK, says: “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.”