Andrex

With sales of £336.1m, Andrex is the UK's eighth largest grocery brand and the biggest non-food brand.

In 2006 it was premium that drove the brand's growth. Last year the focus was firmly on environmental initiatives.

Andrex launched its Longer Lasting product at the beginning of the summer of 2007.

Andrex marketing manager Carol Smith describes it as “the most significant launch in the toilet tissue category in 2007” and a positive step towards reducing carbon emissions.

“By offering 50% more toilet tissue per roll, in a more space efficient way, we are helping reduce the number of truck deliveries made to retailers,” she says.

“In one year we estimated a reduction of CO2 across the category, representing a saving of 57,000 miles – the equivalent of a truck travelling around the globe twice.”

In addition, parent Kimberly-Clark is working with the Carbon Trust to define the measurement process for carbon footprinting products for the industry with its Andrex and Huggies brands.

Further environmental goals are scheduled for 2008.

Smith reports Andrex is aiming for FSC certification of all its mainline variants in the first half of the year, subject to final trial and approvals.

2007 £336.1m
2006 £326.6m
yoy change 2.9%