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Kleenex Says New 3-Ply Tissue a Real Cold ‘Killer’

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Kimberly-Clark Corp. says it plans to sell a new Kleenex facial tissue that it claims will kill cold and flu viruses, stepping up its battle with Procter & Gamble Co. in the facial tissue market.

Kimberly-Clark Corp. says it plans to sell a new Kleenex facial tissue that it claims will kill cold and flu viruses, stepping up its battle with Procter & Gamble Co. in the facial tissue market.”Given the primary use of Kleenex facial tissue, it’s only logical that we provide consumers with an added benefit, especially on top of what we already do in dealing with the yucky stuff of that comes from a sneeze or a cough.” Steve Erb, brand manager of Kleenex, said Wednesday in an interview.The middle layer of this three-ply tissue is moisture activated, so when moisture from a cough or sneeze hits it, the formula begins to work within 15 minutes. Made up of citric acid and sodium lauryl sulfate, the formula kills 99.9 percent of cold and flu viruses, the company says.Based on several years of development, the tissue will be available in early October in 60- and 120-count sizes.The tissues will carry a suggested retail prices of $1.39 and $1.99, respectively, or slightly more than current Kleenex tissues, since the company and their competitors are in the middle of a price increase.Kleenex’s chief competitor, P&G’s Puffs, said it has no plans to launch a similar product since the antiviral tissue won’t kill the viruses in the air or on the surface, a P&G spokeswoman said. They said their three brands are strong enough to prevent the spread of germs.”To the best of our knowledge, it’s not necessary,” said Celeste Kuta, a spokesperson for the family care division of Procter & Gamble . “It won’t really do anything to prevent disease. The best thing you can do is use a strong tissue, wash your hands and avoid contact with people that are sick.” (Source: Reuters, July 2004)

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Posted On: 18 July, 2004
Modified On: 5 December, 2013

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