Andrex lauches Andrex Kids wipes

Aimed at four to eleven year olds and their mums, Andrex Kids is a lightly moistened, dermatologically tested, flushable toilet tissue.

In UK stores from early May and available in 42 sheet tubs (£2) and refill packs (£1.75), the specifically designed packaging features a lively jungle themed adventure that will appeal to both mums and kids alike.

Fun images of the Puppy are embossed onto each sheet and the variant has a light, fresh watermelon scent.

This latest innovation from Kimberly-Clark has been developed in response to extensive consumer research that revealed a concern amongst mums that their children aren’t as clean and fresh as they could be after using the toilet.

A clear opportunity was therefore identified by Andrex for a moist wipe specifically designed for children that’s easily introduced into kid’s daily routines and used in conjunction with dry toilet tissue.

Chris Carter, Andrex Kids brand manager continues: “Insights also revealed that after the toddler stage of learning to use the toilet, children want a differentiation in the products they use so as to lose the ‘childish’ stereotype, helping them feel more independent and part of the ‘grown up’ world.

“Andrex Kids now undoubtedly meets this need being a brand that they see adults using, but there’s now a format that’s designed just for them.”

This latest launch extends Kimberly-Clark’s offering for children alongside Huggies and the Kleenex Disney children’s range. It also demonstrates a commitment from the global health and hygiene business to innovation and new product development that will ultimately generate category interest and growth.

The moistened toilet tissue category is currently worth £16.2million and Andrex is market leader in both this sub-category (54%) as well as the overall toilet tissue market (33.7%). With such success, Andrex has a real opportunity to transfer its insight and knowledge into a new market segment.

The Andrex Moist variant, including Andrex Kids will be supported by a £2million marketing campaign that will be activated over the forthcoming year, details of which have yet to be confirmed.