Eco-friendly toilet paper brand Nouvelle is ditching its original loo roll and replacing it with a soft variant to tap into growth in premium products.

Brand-owner Georgia-Pacific is putting £2m behind the launch of Nouvelle Soft, available later this month. Revamped packaging features a daisy to associate it with nature.

Last year, sales of Nouvelle were up 21% to £28.6m, compared with 7.4% growth in the £997m category [Nielsen, 52w/e 6 October 2007].

The campaign to support the launch of Soft kicks off in August, with TV ads featuring the new strapline 'Doing your bit needn't be a pain in the bum'.