Kimberly-Clark Rolls Out New Pre-Moistened Wipes
Kimberly-Clark Corp., Dallas, has recently launched Cottonelle Fresh Rollwipes dispersable,
pre-moistened wipes on a roll. The company says the product delivers the cleaning and freshening of
pre-moistened wipes with the convenience and disposability of toilet paper.Kimberly-Clark estimates
that, in the first 12 months, retail sales of the product will reach $150 million. Over the next
six years, retail sales in this category could exceed $500 million, and because usage of the
product is almost entirely incremental to dry toilet paper, it should result in a sizeable increase
in the $4.8-billion U.S. toilet-paper market.Kimberly-Clark is bringing a new dimension to the
toilet-paper category through consumer-driven innovation and proprietary technology, said Wayne R.
Sanders, chairman and CEO of Kimberly-Clark. Cottonelle Fresh Rollwipes are another example of the
companys ability to create significant new business opportunities that deliver top-notch growth and
offer incremental revenue to retailers.Cottonelle Fresh Rollwipes are fully dispersable. This
patent-pending technology causes the product to break up in water like dry toilet tissue, making it
safer for sewer and septic systems.Initially, the product will be available in early summer 2001 to
consumers in the northeastern and southeastern United States.