Made from cellulose which comes from wood pulp, the tape has always been completely biodegradable and easy to tear. It is also manufactured in England when most of its competitors are made in the Far East.
However, its Bedfordshire-based, eponymous owner has been slow in making the most of these selling points despite having marketed the product in Britain for some 65 years.
New packaging, which includes bright blister cards featuring a bee character, aims to change that, as does a new name Â Original Easy Tear Tape. The bee will star in national press ads in the run-up to Christmas. The company has also launched an initiative on environmental awareness in schools and is running a free mini roll offer.
"Consumers are increasingly demanding products that are kind to the Earth," said ceo Neil Ashley. "This new proposition is a real selling tool for retailers."
The total UK adhesive tape market is worth Â£50m and Sellotape accounts for just over half.