Kruger Products, Canada's leading tissue manufacturer, has launched Kruger PRO, a reimagined away-from-home division aimed at enhancing customer connections and comfort.
The rebranding, announced on February 20, 2025, marks a significant shift in the company's approach, moving from a business-to-business model to a more people-centric focus.
Stephen Blythe, Vice President of Marketing, emphasized that Kruger PRO represents a step towards becoming North America's most trusted tissue company. The initiative aims to demonstrate the company's deep understanding of customer needs and reinforce the trust placed in their products.
Kruger PRO will introduce popular consumer brands to the away-from-home category. Starting in early April, customers will have access to Cashmere® and Scotties® in Canada, and White Cloud® in the U.S., bringing familiar comforts to out-of-home experiences.
Additionally, the company's environmentally focused White Swan® brand is undergoing a revamp. The new packaging features an updated logo, green color palette, and nature-inspired imagery, reinforcing its eco-friendly positioning.
This comprehensive rebranding effort, including the introduction of consumer brands to the away-from-home sector and the White Swan® refresh, underscores Kruger Products' commitment to customer comfort and quality. With approximately 2,200 employees and nine FSC® COC-certified production facilities in Canada, Kruger Products continues to strengthen its position as a leader in the North American tissue market.
