Northwood revamps Whisper brand


Northwood Hygiene Products, the leading manufacturer and supplier of away-from-home (AfH) professional paper hygiene and wiping products, is rolling out a new brand refresh for its Whisper range of premium toilet tissues and facial tissues.


Since its launch over a decade ago, Whisper has grown to become one of the leading brands in the AfH luxury toilet tissue and facial tissue market. Now, the brand and packaging has been overhauled to achieve a more consistent look and feel across the entire range and appeal to the needs of modern customers.


Paul Mulready, Marketing Manager at Northwood, said: “Whisper has grown into one of the leading brands in the AfH category, with many loyal customers across the hospitality industry. After a really successful preview at the Cleaning Show this year, we’re very excited indeed to unveil a bold new look for Whisper.


“The new branding has been designed to be fresh and recognisable to stay in tune with 21st century customers who want a contemporary, ethically-produced product that doesn’t compromise at all on quality or softness.”


The new packaging is currently being rolled out across the seven products within the Whisper toilet roll range – Whisper Gold, Whisper Silver, Whisper Eco, Whisper Classic, Whisper Ultra, Whisper Soft and Whisper 320.


All the products within the Whisper range will be manufactured and packaged in the UK. Furthermore, every


product within the range is made from pure pulp, with four products – Whisper Gold, Whisper Silver, Whisper Classic and Whisper Eco – also being FSC certified.


Paul continued: “The feedback from customers on the new brand so far has been terrific and we’re sure this range will continue to grow in market share following the revamp – but that’s not all: we will be announcing a very innovative new product launch very soon too. This is a major step forward for us in our ambition to make our products and packaging more environmentally conscious than ever before, and we’re very proud to be at the forefront of


development. Watch this space.”


In addition to the imminent new product launch, Northwood will also unveil a new range of Whisper facial tissues later this year. The tissues will be manufactured at Northwood’s Grantham site, which is Northwood Group’s Centre of Excellence for the production of facial tissue.


www.northwood.co.uk


Freudenberg acquires Vermop


Freudenberg Home and Cleaning Solutions, an international leader in cleaning solutions and innovative systems for professional users, and the company behind the brand Vileda Professional, has acquired Vermop as of 10 July 2023.


The contract for the acquisition was signed back on 17 May 2023, with antitrust authorities having now approved the transaction.


Vermop, which has nearly 330 employees, offers modular cleaning systems and products for cleaning professionals that are well established on the market. The company, headquartered in Gilching (near Munich) with production facilities in Wertheim, Baden-Württemberg, has a strong culture of customer proximity and is highly innovative. Vermop had sales of around €46m in 2022.


Karin Overbeck, CEO of Freudenberg Home and Cleaning Solutions, said: “We are delighted that this acquisition will enable us to successfully continue our national and international growth strategy and tap into new potential.”


Isabel Merkel, President Professional at Vileda Professional, explained: “We complement each other perfectly in terms of our focus, thus creating a strong national player in the German market with very good international prospects.”


Freudenberg Home and Cleaning Solutions, headquartered in Weinheim, Germany, is one of the 11 divisions of the globally


www.tomorrowscleaning.com


active Freudenberg Group. The full integration of the Vermop brand into the company is to be implemented in the course of the coming year.


www.vileda-professional.co.uk mailto:martin@opusbm.co.uk WHAT’S NEW? | 7


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