K-C to extend Kleenex with moist wipes

Kimberley-Clark (K-C) is to extend its Kleenex tissue brand with a line of moist facial and hand wipes.

Kleenex Hand & Face will be launched in July, backed by a multi-million pound print and sampling campaign, scheduled to run until the end of the summer. A ten-pack of tissues will retail at 99p, although the line is expected to have a special introductory launch price.

The launch will be the first time K-C has entered into the moist wipes category, which is dominated by Jeyes’ Wet Ones.

An industry source says that K-C is targeting petrol station customers, who need a convenient travel cleaning product, as well as women wanting a face-cleaning and make-up removing wipe.

He adds: “The range will be marketed directly against Wet Ones, which is the only rival at the moment. It is almost the same product, in fact, although is slightly better from what I can see.”

A K-C insider says that the company has been eyeing the wipes sector for some time: “The company sees it a high-growth area lacking a strong, distinct competitor.”

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