New lifestyle product from Fasana

Metsä Tissue has tapped into an underexplored segment with the launch of Fasana
Balance, a new napkin designed especially for the LOHAS market. LOHAS is an
acronym for ‘Lifestyles of Health and Sustainability', a segment of consumers
concerned about issues such as sustainable living, the environment, health and
fitness. 

“The distinctive feature about this market is that these consumers want their
products to be eco-friendly, yet also to meet high standards of quality. They
want every part of their lives to be sustainable,” says Svenja Eichenberg, VP,
Marketing & Design. 

According to AC Nielsen market researchers, one third of all German consumers
already belong to this demographic. Up to now, however, there has been a
glaring absence of napkin products catering especially for this affluent target
group. The gap has now been filled by Fasana Balance, an innovative product
combining high quality, recycled raw material and fully biodegradable organic
packaging film. 

Both the product and its packaging are fully compostable, as certified by the
German ‘Keimling' logo. The product has also been awarded the right to use the
Blue Angel eco-label attesting to its superior environmental performance. 

Metsä Tissue's designers have collaborated with trend scouts in developing four
different designs in eco-friendly colours matching the styling preferences of
the LOHAS segment.