Down the Tube

It sounds very Zen taking the tube out of the toilet paper. And yet, that's just what Kimberly-Clark has done with the newest offering under its Scott Naturals brand. In a paper product category that's fairly mature in terms of sales totaling $8.3 billion, with only 1.3% growth over the past two years innovation needs to extend beyond simply making products softer, stronger and more absorbent, according

It sounds very Zen — taking the tube out of the toilet paper. And yet, that's just what Kimberly-Clark has done with the newest offering under its Scott Naturals brand.

In a paper product category that's fairly mature in terms of sales — totaling $8.3 billion, with only 1.3% growth over the past two years — innovation needs to extend beyond simply making products softer, stronger and more absorbent, according to market research firm Mintel. By removing the cardboard tube from inside t

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