Andrex is eyeing the children's tissue market with plans to take on rival Procter & Gamble's Kandoo kids' brand.
Brand owner Kimberly-Clark has applied to register Andrex Kids as a trademark in the UK, with products such as moist and regular toilet tissue and moist wipes.
The move comes two years after Kimberly-Clark's European president of family care, Alberto Cappellini, first hinted at entering the childrens' category in the UK. In 2006 it began testing moist toilet tissues for children in Spain, under the Scottex Junior brand. "There could be an Andrex Junior," Cappellini told The Grocer at the time.
A spokeswoman would neither confirm nor deny it was planning to launch the brand this year, adding: "Kimberly-Clark registers trademarks all the time."
Andrex is the biggest toilet tissue brand in the UK, with sales up 2.9% to £329m for the year to October [Nielsen].
No comments yet