New Cottonelle Flushable Wipes break down like toilet
paper3
NEENAH, Wis., April 21, 2022 /PRNewswire/ -- Are flushable
wipes actually flushable? That concern has become the leading
barrier to Americans adopting flushable wipes into their bathroom
routines. Category leader Cottonelle® wants consumers to know its
flushable wipes have always been flushable, and the latest product
improvement has enhanced the wipes flushability so they break down
like toilet paper.3
"While the majority of Americans agree that using flushable
wipes with dry toilet paper is worth it to feel the extra clean,
only one-third feel comfortable flushing flushable
wipes2," explains Ada
Zavala, senior brand manager, Cottonelle Brand. "The
enhancements to our product are designed for a worry-free flush
giving consumers the confidence that their flushable wipes will
break down like toilet paper.3"
Along with being the "#1 Septic-Safe Wipes Brand among national
brands," Cottonelle is proud to promote that the most recent
formulation of its wipes is plumber approved and compliant with
International Water Services Flushability Group (IWSFG) 2020
flushability specifications. IWSFG is comprised of water
professionals seeking to provide guidance on what should and
shouldn't be flushed.
This announcement coincides with claims around Cottonelle
Flushable Wipes, including:
- Loses strength 4X faster after flushing vs leading
brands*
- With these innovation improvements, Cottonelle is proud to name
this its fastest dispersing wipe ever.
- A new product demonstration on the brand's YouTube channel
showcases how the wipe immediately starts to break down after
flushing, in a manner similar to toilet paper.3
"We recognize the responsibility to consumer education and
product efficacy that comes with being the category leader in
flushable wipes, and we don't take that lightly," continues Zavala.
"It's through our efforts with wastewater officials and
organizations that we are able to help educate consumers on what
is, and is not, flushable."
Kimberly-Clark introduced Cottonelle flushable wipes over a
decade ago, tapping into the existing expertise of its parent
company. Kimberly-Clark and Cottonelle work closely with industry
organizations, including by complying with the International Water
Services Flushability Group specifications, to set the highest
quality standards for its flushable wipes. For more information,
visit Cottonelle.com/flushability.
About Kimberly-Clark
Kimberly-Clark (NYSE: KMB) and its trusted brands are an
indispensable part of life for people in more than 175 countries.
Fueled by ingenuity, creativity, and an understanding of people's
most essential needs, we create products that help individuals
experience more of what's important to them. Our portfolio of
brands, including Huggies, Kleenex, Scott, Kotex, Cottonelle,
Poise, Depend, Andrex, Pull-Ups, GoodNites, Intimus, Neve,
Plenitud, Sweety, Softex, Viva and WypAll, hold the No. 1 or No. 2
share position in 80 countries. We use sustainable practices that
support a healthy planet, build stronger communities, and ensure
our business thrives for decades to come. To keep up with the
latest news and to learn more about the company's nearly 150-year
history of innovation, visit kimberly-clark.com.
[KMB-B]
1 Among national brands
2 According to a 2020 Cottonelle survey conducted with
YouGov
3 Cottonelle flushable wipes break down like toilet
paper, begin to break up as fast as Cottonelle Ultra Clean and have
same break up after 30 minutes in the IWSFG slosh box.
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SOURCE Cottonelle brand and Kimberly-Clark