New Serla is here!

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  • Metsä Tissue

Metsä Tissue’s Serla brand is pleased to announce its renewed product range with new product quality and packaging.

The renewal means improvements in both household towel and toilet paper qualities. The household towel is now softer and more absorbent than before thanks to both raw material and new embossing.  White toilet paper has also been completely renewed in Finland. There is now more fresh fibre 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.

“We wanted to create a new generation Serla to better meet the needs of today’s consumers. We have recognised 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,” says Brand Director Mia Ropponen.

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

More convenient and greener packaging

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 which makes your life a little easier,” says Ropponen.

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.

“Serla products are recognised as the most environmentally friendly in the tissue category. This is the road we want to continue along. Serla will be the pathfinder also in the future for sustainable innovations. It is only natural that Serla is the first in the forest industry to introduce this new packaging material.”

Further information:

Mia Ropponen, Brand Director
Tel. +358 400 957 420