Charmin revealed a novel design for its toilet paper, the first major change in a century — and it's not what you'd expect.
On Monday, Oct. 2, the prominent company shared news that its Ultra Soft toilet paper rolls will feature a new tear line.
The redesigned paper will boast scalloped edges, aiming to provide users with an easier and cleaner rip, as per Charmin.
Oh look, we reinvented the square for a perfect tear. ????〰️
NEW Charmin Ultra Soft Smooth Tear is available now! pic.twitter.com/5Ogm7U3RMx
— Charmin (@Charmin) October 2, 2023
Charmin has been developing this "Smooth Tear" innovation for over half a decade.
This feature will be introduced within the Ultra Soft paper range, confirmed by the company.
Rob Reinerman, Charmin's vice president at Procter & Gamble, expressed to FOX Business the company's enthusiasm about "re-inventing" the square.
"This is our first time in more than 100 years that we are re-inventing the square — we can’t wait for our customers to get their hands on it."
"We are very excited about the launch of Charmin Ultra Soft Smooth Tear today because this is an innovation that the toilet paper category hasn’t seen before," he said.
This month, Charmin Ultra Soft Smooth Tear will be accessible across the country.
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