Cushelle introduces Longer Lasting Rolls across range

Following the successful launch of Cushelle Tubeless with Longer Lasting Rolls in June 2022, Essity is leading the category by rolling out 50 per cent Longer Lasting Rolls across the Cushelle portfolio from June 2023.

Cushelle’s Original, Quilted and Quilted Lotioned Longer Lasting Roll ranges are now available with 50 per cent more sheets on each roll, which means shoppers run out less often and can make a more sustainable choice.

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Building on the success of the move to Longer Lasting Rolls in the Household Towel category with their Plenty brand a couple of years ago, Essity took the initiative in 2022 to lead the market move within the Bathroom Tissue category with Tubeless Longer Lasting Rolls. This innovation, both convenient and sustainable, was welcomed by customers and shoppers, securing strong support, and its success has been the rationale for rolling out Longer Lasting Rolls across the Cushelle portfolio.

Longer Lasting Rolls have 50 per cent more sheets per roll and are therefore more space efficient, which benefits shoppers, needing less space to store, and running out less often, and for retailers, better use of shelf space, and more efficient throughout the supply chain.

The move to Longer Lasting Rolls has also been a further step towards Essity’s sustainability goals, helping to reduce the amount of pallets, lorries and packaging needed to bring Cushelle’s irresistible cushiony softness to customers.

Essity believes strongly in investing in clearly communicating this market move.

"We have developed a bespoke multi-million pound marketing and shopper campaign throughout the full Path-to-Purchase from TV through to instore activation, and plenty more in-between," said Hazel Reece, Senior Brand Manager for Cushelle. "We will be driving mass awareness and education to help inform shoppers, drive behavioural change in product choice and to communicate that Cushelle is leading the charge in this category change to a more convenient, more sustainable solution".

The launch of new Longer Lasting Rolls has also been recognised and gained approval from the Good Housekeeping Institute for 2023 with the logo and accreditation rolling out on to packaging.

“Cushelle is thrilled to be recognised in this way by Good Housekeeping as we know the importance of their role in helping shoppers make informed purchase decisions,” added Hazel.

Cushelle’s new longer-lasting Original, Quilted, and Quilted Lotion ranges will be rolling out across all major retailers from June.