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Cushelle Introduces Longer Lasting Rolls Across Range

By Donna Ahern
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% 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% more sheets on each roll which means shoppers run out less often and can make a more sustainable choice.

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.

Convenient And Sustainable

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% 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 believe strongly in investing in clearly communicating this market move.

Bespoke Marketing

Simon Pickering, country manager for Ireland for Cushelle, commented, "We have developed a bespoke marketing and shopper campaign throughout the full Path-to-Purchase from TV through to in-store activation, and plenty more in-between.


"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.

Read More: Essity Beats Q1 Forecasts As It Favours Profit Over Volumes

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