Regina: In Italian homes and hearts for 30 years. Sofidel launched the Regina brand in 1987, putting the products on the Italian market first and then on the company’s other reference markets. For 30 years its products have become authentic pop icons among consumer goods in Italy, taking their place in the hearts and homes of Italians thanks to their strength, absorbency and softness, but also thanks to adverts that gave rise to genuine earworms (“Neverending rolls”) that have entered Italian advertising history.
A success due both to the high quality and sure performance of the products, produced using an exclusive selection of pure pulp fibres, and to the width of the range and capacity for innovation, as in the case of the jumbo rolls and of Regina Wish, for reducing waste: these are the factors that have made Regina the reference brand in Italian homes in terms of hygiene.
The brand has four product lines: toilet paper, kitchen towels, napkins and handkerchiefs.
Regina Big Rolls fall under the first category with 500 sheets per roll, more than double that of standard toilet rolls, as does Camomile Paper, soft, substantial and with a delicate camomile scent, which thanks to its colour designs and Milla, the ant-star of its adverts, has won the hearts of even the smallest consumers.
Asciugoni Regina, together with Regina di Cuori, Blitz, specially developed for cleaning the home and shiny surfaces, and Wish, which reduces waste thanks to intelligent, “hand-sized” redesign, make up the kitchen towel line.