Metsä Tissue merges its Away-from-Home brands


01/09/2008

Metsä Tissue merges its Away-from-Home brands and strengthens Katrin brand's
leading position on the market 

Metsä tissue shall integrate its Away-from-Home brand Saga into its main
Away-from-Home brand Katrin. As a part of the integration process Katrin's
product range will be grouped into three different quality grades: Katrin Plus,
Katrin Classic and Katrin Basic, which will be all packaged by color - grey for
Plus, red for Classic and orange for Basic. The purpose of the integration of
the brands and the color coding is to contribute to a stronger and clearer
positioning of Katrin brand through all market areas and reinforce Katrin's
identity as a leading Away-from-Home brand among customers and consumers. 
 
The new color coding will make it possible for customers to recognize the
tissue they need with just a glance and thus speed up the process of choosing
the right product for the right purpose. Katrin Plus, featuring silver grey
tones, offers the high performance products for the most demanding professional
use locations such as the washrooms within hotels, theatres or upscale
restaurants. The new Katrin Classic, signified by vivid red colouring on the
packaging, is the company's mainstream range with functionality and
cost-effectiveness that covers most customers' needs. Finally, Katrin Basic
range - in its orange packaging - consists of products meant for everyday
standard demand usage areas and is thus intended to replace Saga in the
Away-from-Home market. 

For more information, please contact:

Kari Muttilainen
SVP, Away-from-Home
+358 1046 54563

Jaana Tiura
Brand Director, Katrin
+ 358 1046 54185