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Kimberly-Clark Corporation Announces Cottonelle(R) Fresh Rollwipes, America's First Dispersible Pre-Moistened Wipe on a Roll
First Major Toilet Paper Innovation in Over 100 Years
Breakthrough Product Will Fuel Growth of Toilet Paper Category
DALLAS, Jan. 16 /PRNewswire/ -- Kimberly-Clark Corporation (NYSE: KMB)
today announced the launch of Cottonelle Fresh(TM) Rollwipes -- America's
first and only dispersible, pre-moistened wipe on a roll. This breakthrough
product delivers the cleaning and freshening of pre-moistened wipes with the
convenience and disposability of toilet paper. It is the most significant
category innovation since toilet paper first appeared in roll form in 1890.
(Photo: http://www.newscom.com/cgi-bin/prnh/20010116/DATU004-a
http://www.newscom.com/cgi-bin/prnh/20010116/DATU004-b )
In its first 12 months, retail sales of Cottonelle Fresh Rollwipes are
estimated to reach $150 million. Over the next six years, retail sales of
this category could exceed $500 million and, because usage of the product is
almost entirely incremental to dry toilet paper, it should result in a
significant increase in the $4.8 billion U.S. toilet paper market.
Research conducted by Kimberly-Clark shows that consumers agree that moist
methods clean and freshen better than dry toilet paper alone. The results of
a recent Kimberly-Clark survey showed that 63% of respondents have used a
moist cleansing method after toileting and one out of four use a moist
cleansing method on a daily basis.
Wayne R. Sanders, chairman and chief executive officer of Kimberly-Clark,
said, "Kimberly-Clark is bringing a new dimension to the toilet paper category
through consumer-driven innovation and proprietary technology. Cottonelle
Fresh Rollwipes are another example of the company's ability to create
significant new business opportunities that deliver top-line growth and offer
incremental revenue to retailers. This advancement in moist cleaning,
combined with the company's growing Cottonelle and Scott dry toilet paper
brands, positions us to capture a greater share of a larger market."
Cottonelle Fresh Rollwipes will initially be available in early
Summer 2001 to consumers in northeastern and southeastern states, representing
approximately half of the U.S. population. The anticipated retail price of
the Cottonelle Fresh Rollwipes starter pack (dispenser along with four rolls)
will be $8.99, and a refill pack of four rolls will be $3.99.
Cottonelle Fresh Rollwipes' proprietary dispenser offers consumers the
choice of pre-moistened Rollwipes and dry toilet paper, as the dispenser
neatly holds rolls of both products. The pre-moistened product is dispensed
from a sealed unit at the top of the dispenser. Dry toilet paper is dispensed
from a conventional spindle at the bottom of the dispenser. The dispenser is
easily installed in a bathroom -- no tools are required and it fits most
toilet paper holders.
Cottonelle Fresh Rollwipes are fully dispersible. This patent-pending
technology causes the product to break up in water like dry toilet tissue,
making it safe for sewer and septic systems. (For a look at Cottonelle Fresh
Rollwipes, please visit http://www.rollwipes.com. For downloadable images, please
visit PR Newswire at http://www.newscom.com/cgi-bin/prnh/20010116/DATU004-a and
http://www.newscom.com/cgi-bin/prnh/20010116/DATU004-b ).
Kimberly-Clark invested more than $100 million in research, development
and manufacturing to bring the product to market. The product and dispenser
are expected to be covered by more than 30 patents that will lay the
foundation for a global patent estate.
"Consumers tell us that using Cottonelle Fresh Rollwipes as a complement
to dry toilet paper is easy and convenient, with the added benefits of
superior cleaning and freshness," said Linda Bartelt, president of the Wet
Wipes sector for Kimberly-Clark. "Rollwipes add significant value to our
strong product portfolio by solidifying Kimberly-Clark's leadership role in
the toilet paper category and by building on the equity of the Cottonelle
brand. For consumers, this brand stands for the very best in cleaning and
freshening."
Comprehensive marketing programs totaling over $40 million in 2001 will
support the introduction of Cottonelle Fresh Rollwipes, making it one of the
most significant launches in the company's history. Broadcast, print and
Internet campaigns featuring Cottonelle Fresh Rollwipes will break in early
summer.
Despite this incremental marketing expense and additional startup costs,
Mr. Sanders said the company expects to achieve its target of double-digit
growth in earnings per share from operations in 2001.
Separately, the company announced a significant improvement to its super
premium Cottonelle dry toilet paper, a product based on the company's
proprietary uncreped through-air dried (UCTAD) tissue technology. Cottonelle
toilet paper with aloe and vitamin E will be launched nationally in the second
quarter, replacing the company's Cottonelle UltraSoft product.
Kimberly-Clark Corporation is a leading consumer products company. Its
global tissue, personal care and health care brands include Huggies, Pull-Ups,
Kotex, Depend, Kleenex, Cottonelle, Scott, Kimberly-Clark, Safeskin, Tecnol,
Kimwipes and WypAll. Other brands well known outside the U.S. include Andrex,
Scottex, Page, Popee and Kimbies. Kimberly-Clark also is a major producer of
premium business, correspondence and technical papers. The company has
manufacturing operations in 40 countries and sells its products in more than
150 countries.
Certain matters contained in this news release concerning the business
outlook, including new product introductions, cost savings and acquisitions,
anticipated financial and operating results, strategies, contingencies and
transactions of the company constitute forward-looking statements and are
based upon management's expectations and beliefs concerning future events
impacting the company. There can be no assurance that these future events
will occur as anticipated or that the company's results will be as estimated.
For a description of certain factors that could cause the company's future
results to differ materially from those expressed in any such forward-looking
statements, see the section of Part I, Item 1 of the company's Annual Report
on Form 10-K for the year ended December 31, 1999 entitled "Factors That May
Affect Future Results."
SOURCE Kimberly-Clark Corporation
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