P&G to launch US towel in Europe

Procter & Gamble is rolling out its Bounty kitchen towel brand across Europe, after a six-month test in Austria. Rival UK kitchen towel manufacturers fear that it will soon be launched in the UK.

The company refuses to comment on a possible UK launch, although sources say its introduction is inevitable. In the UK it will compete with brand leader Kleenex, Kimberly-Clark brand Andrex, Dixcel and Fiesta.

Observers say it is the best performing kitchen towel, because of its absorbency. Last month, a reusable sub-brand of Bounty called Quilted Bounty Rinse and Re-use was launched in the US.

Bounty is the top-selling kitchen towel brand in the US. P&G has already introduced it to Canada, and is now looking at a worldwide roll-out. It was put on test in Austria last autumn.

Last week, the main Bounty brand was launched in Germany, where it is being supported by ads through Leo Burnett and Michael Conrad. In Germany, it is being manufactured at the factory of the company VP-Schickdanz, which P&G acquired two years ago.

Following the takeover, P&G has begun to market VP-Schickdanz brands, such as Tempo facial and Bess toilet tissues.