Kimberly-Clark is hoping to launch a pre-moistened toilet roll in the UK later this year.
The company claims the product, which will be launched initially in the US, is the “first major toilet paper innovation in over 100 years”.
In the US, the product will be marketed under the brand name Cottonelle Fresh Rollwipes, but the UK name has not yet been finalised. Kimberly-Clark has already launched a website to promote the product at www.rollwipes.com.
The pre-moistened toilet paper, which is expected to be covered by more than 30 patents, will be sold with a double dispenser which will hold both moist wipes and dry paper.
Kimberly-Clark has invested more than $100m (&£68m) in research, development and manufacturing to bring the product to market. In the US the launch will be supported by a $40m marketing campaign.
A spokeswoman for the company says: “The timing of the launch in the UK has not been set, but as a global company Kimberly-Clark does plan to introduce Rollwipes outside the US”.
Kimberly-Clark is relaunching Andrex in the UK, backed by new TV and press advertising through J Walter Thompson.
The &£10m campaign will include new packaging across Europe. Andrex was previously relaunched last year to counter the roll-out of Procter & Gamble’s Charmin brand.