Metsä Tissue's Lambi brand expands its offering into napkins
Metsä Tissue, supplier of tissue and cooking papers and part of Metsäliitto Group, has announced a category extension of its premium brand, Lambi. From September onwards Lambi will offer consumers and retailers a complete range of napkins with trendy design patterns and a matching single-colour selection.
“The Lambi brand, originating from Sweden in 1962, has gained a strong preference among European consumers already in 16 markets. The brand communicates soft values and the importance of the home as a focal point in our busy lives. The introduction of a napkin range thus fits very well into the Lambi brand core,” comments Svenja Eichenberg, Lambi Brand Director. “We foresee that FMCG marketing in all Lambi product categories will be mutually supportive, boosting demand and benefitting our retailing customers,” she adds. Lambi napkins will be available later this year in Finland and Russia, with launches soon to follow in Sweden, Norway, Denmark and the Baltic countries. The range will comprise different print designs as well as matching plain-colour napkins available in various sizes. Lambi napkins are designed by Metsä Tissue's own team of experienced designers based on European trends and consumer insights. Design styles will vary from market to market in line with local consumer preferences. Lambi napkins are made of primary fibre sourced from sustainably managed forests. The range has been granted the Nordic Swan eco-label certifying its environmentally sound production processes. Lambi napkins will be produced in Sweden at the company's Pauliström mill, which is a new supply location for napkins, as well as in Germany at Metsä Tissue's Stotzheim mill. Last year, Metsä Tissue invested in three napkin machines complete with printing and packaging equipment. The company has successfully installed two napkin machines at the Pauliström mill. “The project has proceeded well according to plans,” says Mark Watkins, Regional Operations Director for Scandinavia. Two additional lines similar to Metsä Tissue's existing converting lines sited at a second supply location, bring synergies and increase further our supply reliability. "Increased flexibility in supply and production will enhance our ability to meet customer, end-user and consumer expectations by enabling us to quickly adopt the latest and future trends in table decoration,” says Hubert Schönbein, SVP, Consumer business. For more information, please contact; Hubert Schönbein, SVP Consumer business, Tel. +49 2684 609 140 Hubert.schoenbein@metsatissue.com Svenja Eichenberg, Brand Director, Lambi Tel. +49 2251 812 277 Svenja.eichenberg@metsatissue.com Mark Watkins, Regional Operations Director, Scandinavia Tel. +46 501 275 012 Mark.watkins@metsatissue.com Soft and hygienic Lambi products are made of 100% pure new cellulose. The fibre raw material originates from responsibly managed forests. Lambi products have been awarded the Nordic Swan eco-label. They were first introduced to consumers in 1962 under the Vita Lamm label in Sweden. Currently Lambi products are available in 16 countries. Lambi sales total over 120 million euros annually and the brand has received several Superbrand nominations. Metsä Tissue is a leading tissue paper products supplier to households and large-scale consumers in Europe. We are also the world's leading supplier of baking and cooking paper products. Our main brands are Lambi, Serla, Mola, Tento, Katrin, Fasana and SAGA. We have 3150 employees, with production based in Finland, Germany, Poland, Russia, Slovakia and Sweden. Our turnover is EUR 890 million. Metsä Tissue is part of Metsäliitto Group.