Regional USA > Scotts Natural Tube-Free bath tissue

Kimberly Clark introduces Scotts Natural Tube-Free bath tissue, the first toilet paper in the US without the cardboard tube. 

According to Kimberly Clark, American households use approximately 17 billion bath tubes annually, which is equivalent to 160 million pounds of material. To decrease this waste and help consumers improve the environment, Kimberly Clark introduces Scotts Natural Tube-Free bath tissue, the first toilet paper in the US without the cardboard tube. The tube-free tissue dispenses the same way as the traditional product, easily fits on standard spindles and is priced the same as current Scott Naturals bath tissue with the tube.

“Scotts Natruals Tube-Free bath tissue performs as well as traditional rolled toilet paper-while reducing material in the waste stream,” says Doug Daniels, brand manager of strategy and innovation for the Scott brand.

While the tube on the traditional product is recyclable, Scott’s research revealed that 85 percent of consumers throw the tube out with the trash most often. The tube-free bath tissue is currently being tested exclusively at select Walmart and Sam’s Club stores in the Northeast and will be supported with a comprehensive marketing campaign.

November 2010

Package Design 
Kimberly Clark,; Leibold,

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/24/15 2:00 pm EST

Packaging Matters™ — Packaging Satisfaction: Why it’s on the Rise, and How to Continue the Momentum

Packaging Matters™ is MWV’s annual study of the role of packaging in product satisfaction. We study packaging because it matters to brand owners, retailers and consumers around the world. This year’s research focuses on Brazil, China, France, Germany and the U.S. In the third year of the study, we will share global trends associated with packaging satisfaction, product safety, and the effect packaging has on consumers when shopping in-store and online.

Brand Packaging Magazine

march cover

March 2015

The March 2015 issue examines the idea of Branded by Color plus much more. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight