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Metsä Tissue unveils new packaging for Serla brand

Finland-based Metsä Tissue's Serla brand has announced the launch of its renewed product range including household towel and toilet paper with new packaging qualities.

Post revamp, the brand’s white toilet paper is more fresh fiber in the paper and the recycled material has been changed to a whiter grade. Besides the new household towel, Serla’s logo and package design have been updated with new easy-to-open mechanism – the top tears away neatly while the rest of the package remains intact keeping the rolls in place.

Serla brand director Mia Ropponen said by changing the fiber mix of the product, the company is looking for quality without compromising its environment standards.

"As mobile and digital habits are changing the way we use paper products, recycled fibres are becoming rare and are being shipped longer and longer distances. Therefore fresh fibres can sometimes be the most sustainable option," Ropponen added.