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Toilet paper brand Cushelle is the first to launch a tubeless toilet paper to provide people with a lower-waste product at even better value.

The toilet paper is made with no paper tube in the middle, which means more product in every roll. This innovation is part of the brand’s commitment to reduce waste, contribute to a circular economy and support people with more sustainable options on essential products.

The Cushelle tubeless toilet paper also has reduced CO2 packaging through the use of recycled plastics. This plastic packaging can also be recycled at select retailers to further enhance the sustainable nature of the product.

This is a small but important next step in sustainability. Just because something is recyclable does not mean we should keep it. This moves beyond ensuring recyclability to removing surplus packaging elements altogether. It required an innovation to do it and it seems safe to say, only a brand would have invested in it. Increasingly brands are looking to remove elements that don鈥檛 add value or simply aren鈥檛 required any more 鈥 yes, to meet their own needs, but also because they know their users care about it. This is an example of brand innovation that responds to public demand while potentially reducing packaging costs and waste.

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