Kimberly-Clark combines brands to create Kleenex Cottonelle bathroom tissue

Business Wire, Feb 29, 1996

DALLAS--(BUSINESS WIRE)-- Feb. 29, 1996--Less than 90 days after its merger with Scott Paper, Kimberly-Clark Corporation today announced it is combining the Kleenex and Cottonelle brands with improved technology and will launch a full line of premium products in the U.S. called Kleenex Cottonelle bathroom tissue.

The company also will introduce a super premium line extension, Kleenex Cottonelle UltraSoft bathroom tissue, which according to consumer research will be the softest bathroom tissue available.

The Kleenex and Cottonelle brands together account for more than 12 percent of the $3.7 billion U.S. bathroom tissue market. Kimberly-Clark, the world's largest tissue producer, also is the leader in the U.S. bathroom tissue category, with its Kleenex, Cottonelle and Scott 1000 brands combined accounting for 31 percent of unit sales.

"The launch of Kleenex Cottonelle UltraSoft bathroom tissue gives Kimberly-Clark a superior entry into the rapidly growing super premium segment of the category," said Steve Kalmanson, Group President - Family Care and Wet Wipes. "The combination of these brands offers significant benefits to both consumers and retailers. By adding line extensions such as super premium bathroom tissue, we are strengthening our retail position while offering consumers a full line of high-quality products."

The respective strengths of the two brands are highly complementary. The Kleenex brand is manufactured primarily in the double roll format it pioneered, and its sales are greatest in drug stores and mass merchandise outlets. The Cottonelle brand is produced mostly in regular rolls, and the majority of its sales are through food stores.

"Geographically, Cottonelle bathroom tissue has a strong presence in the Northeast while Kleenex bathroom tissue is stronger in the central and western U.S., making Kleenex Cottonelle bathroom tissue a powerful national brand," Mr. Kalmanson said.

The full line of Kleenex Cottonelle bathroom tissue is designed to meet a broad range of consumer needs and also includes bathroom tissue with baking soda and moist wipes with aloe. The main line of premium tissue is available in regular (280-sheet), big (420-sheet) and double (560-sheet) roll formats and will be priced similarly to competing premium bathroom tissue brands. Shipments of all products will begin April 1.

In addition, the company said it will add the Kleenex name to Viva premium household towels and scrub cloths and Job Squad super premium household towels. With this change, all of Kimberly- Clark's premium tissue products will carry the Kleenex brand, while the company's value products will be marketed under the Scott brand.

With annual sales of almost $14 billion, Kimberly-Clark Corporation is a leading international manufacturer of personal care, consumer tissue and away-from-home products. The company's worldwide brands include Huggies, Pull-Ups, Kotex, Depend, Kleenex, Scott, Scottex, Andrex, Sopalin, Popee, Kimwipes and WypAll. Kimberly-Clark also is a major producer of professional health care products, newsprint and premium business, correspondence and technical papers. A Fortune 100 company, Kimberly-Clark has manufacturing operations in 33 countries and sells its products in more than 150 countries.

CONTACT: Kimberly-Clark Corporation

Wendi E. Strong, 214/281-1481