FINE undertakes massive revamp in flagship product line, introduces sterilized facial tissues

The company's FINE facial tissue range will now bear the 'SteriPro' Hygiene Stamp, certifying that the tissues inside every box have been sterilized before packing.

"The SteriPro range represents a dramatic change in the facial tissue market. This has never been done before; we are the only company in the region to offer consumers sterilized dry facial tissues, and it cements our reputation with both end users and retail clients as a continuous innovator. The new SteriPro sterilization process is a result of years of Research and Development at FINE's state-of-the-art laboratories, and the sterilized tissues have been further certified by independent laboratories in the country to be germ free under hygienic storage conditions. It has been created to respond to growing concerns about personal hygiene and safety among families in the region", said Peter Janho, General Manager, FINE Hygienic Paper FZE.

"The SteriPro development will establish an important product differentiation at a hygienic level as against other brands, and we are convinced that it will impact consumers' usage patterns significantly. Facial tissue is no longer a mundane shopping item. With the onset of diseases like SARS and bird flu in other regions, people in the Middle East are looking for ways to ensure their families stay safe and healthy. The new range gives consumers the option of buying sterilized tissues", he added.

FINE has also made changes in its packaging to communicate its fresh, clean approach to production and packing of tissues. The earlier floral design, a trademark for over 15 years, has undergone subtle evolvement into a far neater design that conveys the hygienic aspects of the product.