Fiora Introduces New Ultra Soft Bath Tissue, Longest Paper Towel Roll

Oasis Brands introduces the newest addition to its Fiora product line with new Fiora Ultra Soft Bath Tissue, its softest bath tissue to date. The new Ultra Soft tissue uses a premium base paper with softer hand feel, and 250 sheets per roll, giving shoppers a greater value with more sheets than even the ”double rolls” of leading premium tissue brands, say company officials. “At a time where competitors continue to take value out of these important retail categories, we’re working to do the opposite by adding more softness, more sheets and more value,” says Scott Hunter, head of marketing at Oasis Brands. “We want to energize the household paper categories by offering products at a better value and proven product performance.” In addition to the introduction of the new Ultra Soft Bath Tissue, Fiora is also adding more sheets to its paper towel rolls. The new Fiora paper towels now have 140 sheets per roll, making it the longest regular roll of any national paper towel brand, company officials add. The new, longer rolls will still have right-size sheets for less waste and 3-ply strength and absorbency for performance that is great for everyday clean-ups. The new longer paper towel rolls will replace the previous rolls and will be available in single, 6-roll and 12-roll pack sizes. “We are always looking at ways to improve our products. Shoppers want more of a good thing, and by enhancing our base paper material and collaborating with suppliers to meet internationally-recognized sustainability standards, Fiora is offering the best overall value,” adds Hunter. The new Fiora Ultra Soft Bath Tissue and Fiora Paper Towels are certified to standards set by the Programme for the Endorsement of Forest Certification (PEFC) and bear the on-pack certification symbol as an assurance of responsible sourcing.