WEPA has developed toilet paper made entirely from the fibers of fast-growing Chinese reed, replacing tree-based paper with grass that grows without fertilizers or pesticides.
The only question is: How do you win over buyers for an eco-innovation? How do you wrap consumers in BlackSatino GreenGrow - as the paper is called - in a sustainable way?
We talk about this with Nik Ruangroj, brand manager at hygiene paper manufacturer WEPA - the undisputed wipe champion in German kitchens and toilets with a gigantic 25 per cent market share. Ruangroj has actually succeeded in getting the media and market managers interested in his toilet innovation. In this episode, Nik tells us exactly how and what other brands can learn from his product launch.