Kleenex Launches New Packaging Initiative

This summer, Kleenex is launching a major packaging initiative, designed at improving the experience for retailers and consumers and reducing the environmental impact of the brand. The move comes as part of Kimberly-Clark’s ongoing commitment to innovating the facial tissue category.

This summer, Kleenex is launching a major packaging initiative, designed at improving the experience for retailers and consumers and reducing the environmental impact of the brand. The move comes as part of Kimberly-Clark’s ongoing commitment to innovating the facial tissue category. Three years in development, Kleenex, as the UK’s number one tissue brand, has looked across its portfolio of products and overhauled the packaging to make the range easier to recognize, open, display and dispose of for retailers as well as easier to shop for consumers. The regular cartons of the Original, Balsam, Balsam Fresh, Ultra Soft and Anti-Viral variants are being reduced by 33% going from 69mm to 46mm high making the product easier for the consumer to transport and house while reducing out of stocks, storage costs and waste for retailers.

Compact Man-size packs, half the length of the original formats, are being launched on the Balsam and Ultra Soft variants to replace the current traditional Man-size Balsam and Ultra Soft packs. Kleenex has also looked at the shelving of its entire range, standardizing and color coding SRPs (Shelf Ready Packaging) across all formats. This makes the product easier to identify in the warehouse, recognize on the shelf and helps retailers to manage stock levels through more efficient use of shelf space. The initiative also offers significant environmental benefits, reducing packaging by 30%, savings which equate to: 640 tones (equivalent to 556 Mini Cooper cars or one Jumbo Jet); 29% fewer truck miles (136,000 miles or 5.5 times round the earth) and a 28% reduction in carbon emissions (nearly 250 cars off the road). The project will roll out in Morrison’s and Tesco at the start of June and other retailers later this summer.  RRP £2.40 Balsam and Balsam Fresh; £2.37 Balsam Man-size;  £2.17 Ultra Soft; £2.37 Anti-Viral; £1.42 Original.

Source: Kleenex