Metsä Tissue Introduces "Renewed" Serla Brand

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Metsä Tissue, a part of Finland-based Metsä Group, this week reported that it has "renewed" the product range of its Serla brand with new product quality and packaging, referring to improvements in both household towel and toilet paper qualities. The company noted that the Serla household towel is now "softer and more absorbent than before, thanks to both raw material and new embossing."

The Serla brand white toilet paper has also been completely renewed in Finland, Metsä added, with more fresh fiber in the paper and the recycled material has been changed to a whiter grade. "The new toilet paper is softer yet sustainably produced – just as it was before," the company said.

"We wanted to create a new-generation Serla to better meet the needs of today’s consumers. We have recognized a greater demand for products that are convenient to use and soft, both for the user and the environment. Consumers want high-quality products but do not want to give up their sustainable values. This gave us the direction for New Serla," said Brand Director Mia Ropponen.

"By changing the fiber mix of the product," Ropponen explained, "we were looking for higher quality without compromising our high environmental standards. As mobile and digital habits are changing the way we use paper products, recycled fibers are becoming rare and are being shipped longer and longer distances. Therefore fresh fibers can sometimes be the most sustainable option."

In addition to the new household towel, Serla’s logo and package design have been updated in all markets. The new package includes an easy-to-open mechanism—the top tears away cleanly while the rest of the package remains intact, keeping the rolls in place. "New packaging design is easy to navigate in the fairly cluttered tissue shelves. Easy opening is a simple but effective novelty that makes your life a little easier," Ropponen noted.

The packaging material has also changed for many Serla products. TrioGreen—made from sugar cane—is a renewable material and is thus ideal for packaging sustainably-produced tissue products, Metsä pointed out.