May 2010
Over The Wire Tissue Edition
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Metsä Tissue Lauches New Napkin for LOHAS Market

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Metsä Tissue, Finland, has tapped into an underexplored segment with the launch of a new napkin designed especially for the "LOHAS market." LOHAS is an acronym for "Lifestyles of Health and Sustainability," a segment of consumers concerned about issues such as sustainable living, the environment, health, and fitness.

"The distinctive feature about this market is that these consumers want their products to be eco-friendly, yet also to meet high standards of quality. They want every part of their lives to be sustainable," says Svenja Eichenberg, Metsä Tissue's VP, Marketing & Design.

Metsä Tissue's new product, Fasana Balance, combines high quality, recycled raw material, and fully biodegradable organic packaging film. Both the product and its packaging are fully compostable. Metsä Tissue's designers have collaborated with trend scouts in developing four different designs in eco-friendly colors matching the styling preferences of the LOHAS segment.



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