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.
“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.”
