Essity makes everyday life more sustainable: First toilet paper with straw on the market

Essity is changing its Zewa toilet paper. From now on, the complete range of the brand market leader contains at least 10% straw pulp. Essity is thus the first company to use a residual product from domestic agriculture in industrial production in order to improve the climate footprint of its products across the range. As usual, consumers can rely on the high quality of Zewa. Because Essity straw pulp is just as strong, soft and white as conventional virgin fibre pulp made from wood.

Thanks to innovative technology: Familiar comfort, improved eco-balance
Familiar convenience with improved eco-balance - this is made possible by a hitherto unique plant Essity has built in Mannheim at a cost of 40 million euros to process straw into pulp. It is not only more energy-efficient than conventional pulp mills because it operates at lower temperatures and pressures. It also requires less water in the manufacturing process. Locally produced straw pulp replaces some of the wood-based pulp that previously had to be imported from abroad. Essity is also continuously reducing the use of plastic. That is why the packaging of the new Zewa with Straw is recyclable and contains over 30% recycled material.

"Zewa with Straw impressively underlines Essity's claim to make our core business sustainable," says Ingolf Braun, VP Sales & Marketing Region Central & East Consumer Goods. "For Zewa with Straw, we process a carbon-reduced raw material in a state-of-the-art, energy-efficient facility. This brings us closer to our goal of being carbon neutral by 2050 and makes our consumers* everyday lives more sustainable."

Launch campaign from August
Essity is supporting the launch of Zewa with Straw with a massive campaign on TV, social media, online and at POS with approximately 713 million gross contacts.