Project description

WEPA introduced an innovation in hygiene paper production by using postconsumer recycled cardboard as a raw material. WEPA demonstrates that premium-quality hygiene paper can be manufactured from recycled cardboard, offering significant benefits compared to virgin fibre products, including a reduced ecological footprint and the elimination of bleaching agents.

Traditionally, recovered paper sources, such as office paper, have been used, providing primarily white fibres suitable for a wide range of products.

Recycled cardboard and corrugated board already contain frequently recycled beige fibres of lower quality. With its innovation WEPA moves further down the wood fibre cascade utilisation, maximising the potential of fibres before they reach the end of their life cycle.

To support the market launch of its sustainable beige products, WEPA initiated a business-to-consumer campaign called ‘Beige is better’.

The implemented solution

The development of this new generation of raw material is the result of intensive research and development and a step by step upgrading of production plants. The transformation spans the entire production chain, from stock preparation with new sorting technologies, through optimised paper machine settings, to the final converting of tissue, without compromising product quality. The initial goal to match the quality standards of white recycled paper has been surpassed: the result is a hygiene paper that is not only sustainable but also significantly softer than conventional recycled paper.

The key hurdles solved

Despite the positive response from our partners, consumer awareness of the environmental benefits of beige recycled hygiene products is still limited.

Many people still hold a prejudice against non-white paper. It is therefore essential to further engage consumers and raise acceptance of these products through measures such as the marketing campaign ‘Beige is better’.