Thirst Pockets has claimed its new kitchen towel featuring perforations every half-sheet marks “the next step in the evolution” of the category.

Select-A-Size uses a 50% larger format but has an extra perforation every half sheet, which brand owner Georgia-Pacific said would offer consumers economic benefits and greater versatility.

Its launch follows the roll-out of other 50% larger sheet products such as The Big One towel launched by rival Plenty last September.

Georgia-Pacific said Select-A-Size had been developed following research that revealed consumers wanted to be able to use different amounts of paper for different cleaning tasks.

“Kitchen towel jobs don’t come in the same size, and the time is ripe for a product that recognises this,” said Georgia-Pacific marketing director Christine Clarke. “The introduction of larger rolls has grown the category and we strongly believe this launch is the next step in this evolution.”

The roll out of Thirst Pockets Select-A-Size is being supported by a marketing campaign including TV advertising, PR, online and in-store activity throughout 2012.

Confirmed stockists include Tesco, Waitrose, Asda and Sainsbury’s.

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