Andrex expands range with aloe vera variant
Kimberly-Clark is putting £2.8m behind the launch of a
variant of its Andrex toilet tissue brand treated with aloe vera
lotion.
The product, coming hard on the heels of a revamp of Andrex's core
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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.
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