Velvet Tissue is rolling out across the multiples in classic, compact and large and will benefit from a £8.5m spend for the entire brand this year. "The move is a natural next step for Velvet, which consumers already associate with softness and quality rather than just a toilet roll," said marketing controller Emma Heald.
SCA already produces facial tissues under its indie-focused Tempo brand, but will take on Kimberly-Clark's market-leading Kleenex brand in the multiples, added Heald.
Kleenex accounts for £93.5m of the £195.6m facial tissue market and to date its main rival has been the own-label sector, which is valued at £89.9m [Nielsen].
Velvet's £8.5m campaign kicked off this week with in-store activity, and TV and press ads will follow later this year.