SCA is extending its Velvet loo roll brand into the facial tissue category to take on Kleenex.

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.