Charmin Changes Up Its Toilet Paper, Trading in Straight Perforations for Wavy Tears

USA Today (10/04/23) Snider, Mike

Procter & Gamble's Charmin brand is in the process of a nationwide rollout of Ultra Soft rolls with scalloped edges instead of the traditional straight perforated lines that yield square sheets. The change will deliver to consumers "a better, smoother tear," a company media release read. Charmin had been secretly letting consumers test the new rolls, which represent the toilet paper maker's first change in a century in its toilet paper's shape. The main objective has been to ease consumer frustrations at not getting a clean tear, which often leads to additional toilet paper usage and needless waste. Procter & Gamble has spent more than five years "perfecting the technology and design behind" Charmin Ultra Soft Smooth Tear, notes Charmin vice president Rob Reinerman. For traditionalists, though, Charmin will continue to sell its Ultra Strong and Ultra Gentle brands along with the Forever Roll.

Read more on USA Today.