Andrex expands range with aloe vera variant

toilet tissue and a moistened tissue brand, creates a new category in

the fiercely competitive paper products market.

Sainsbury's has already jumped on the aloe vera bandwagon and began to

roll out an own-brand toilet roll with aloe vera lotion, called Super

Soft Plus, last week.

Andrex with aloe vera, which hits store shelves this week, is a version

of a Kimberly-Clark roll marketed in the US under the Cottonelle brand

that contains aloe vera and vitamin E. The vitamin E will be excluded

after testing poorly among UK consumers.

TV ads, featuring the Andrex puppy, will break in late-autumn, created

by J Walter Thompson.