Matt Case - October 6th - 12:19pm - PST 

    NEW YORK — In a significant innovation for the toilet paper industry, Charmin, a product of Procter & Gamble, is launching a redesigned product featuring wavy perforations, a departure from the traditional straight-edged tear.

    "This new approach has been over five years in the making. Our main objective at Charmin has always been to enhance the bathroom experience for our consumers, and this innovation epitomizes that commitment," said Rob Reinerman, Charmin Vice President at Procter & Gamble.

    For many consumers, an uneven tear is a common gripe, often resulting in extra paper usage and potential waste. The Charmin Ultra Soft Smooth Tear has been engineered to provide an even and clean tear, addressing this prevalent issue. This design ensures that users can obtain the precise amount they desire, preventing inadvertent rips and leaving a neat edge.

    Gregg Weaver, Senior Scientist at Procter & Gamble, highlighted the customer feedback that drove this change. "The most frequent complaint we've received over the years concerns the uneven tears due to the square shape. Straight perforations often don't align with the direction consumers pull sheets or with how the toilet paper is positioned in restrooms. Our redesigned wavy perforation tackles this issue head-on."

    Charmin Ultra Soft Smooth Tear is slated to be available in stores nationwide this month. For further details on Charmin's ongoing efforts to improve the restroom experience, visit