Regina

IN THE HEARTS AND HOMES OF ITALIANS FOR OVER 30 YEARS IN THE HEARTS AND HOMES OF ITALIANS FOR OVER 30 YEARS

Sofidel launched the Regina brand in 1987,
selling its branded tissue paper products first in Italy, and then across the Group’s other European reference markets.

In over 30 years, Regina 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 become a part of Italian tradition and advertising history.

A success due to the high quality and certainty of performance of the products, developed with an exclusive selection of pure pulp fibres, as well as to a wide product range and their capacity for innovation shown in over 30 years: these are the factors that have made Regina the reference brand in Italian homes when it comes to hygiene and cleanliness.

KEEP LOOKING TO THE FUTURE

A capacity for innovation proved since the beginning of the 90s, with the invention of a new Nielsen product category, that of maxi rollsrolls of greater diameter with more than double the number of sheets of their direct competitors (500 compared to 200-230) – and continued with Regina Wish kitchen towels, a household product that allows the use of just the right quantity of paper for any task, thus reducing waste compared to traditional products.

From July 2019, Rotoloni Regina toilet paper is also available on the supermarket shelves of major Italian retailers with an “Eco” version, with packaging made of kraft paper – a plant-based material that is renewable and easy to recycle – instead of standard polyethylene film. Rotoloni Regina Eco are also manufactured using electricity from 100% renewable sources, generated at the Sofidel production plants.

The new product line joins the traditional range and represents a new contribution towards environmental sustainability by the Sofidel Group, while standing out for the same level of quality that Italians have come to appreciate over time.

PRODUCT LINES

The brand has four product lines: toilet paper, kitchen towels, napkins and handkerchiefs.

Traditional Rotoloni Regina fall within the first category, as does the new line Rotoloni Regina Eco (wrapped in kraft paper) and Carta Camomilla, soft, thick and with a delicate camomile scent, which – thanks to its colourful designs and Milla, the ant-star of its adverts – has won the hearts of even the youngest consumers.

Asciugoni Regina, together with Regina di Cuori, Regina Blitz, specifically developed for home cleaning and shiny surfaces, and Regina Wish, which reduces waste thanks to its intelligent, “hand-sized” redesign, make up the kitchen towel line.

The napkin line offers soft, resistant, coloured products in various sizes, to make dining tables the right place for spending time together. Finally, making up the handkerchiefs line are the WWF Collections, soft partners in protecting the environment thanks to the support provided to WWF initiatives, and the Cartoon line kids tissues that feature fun images of Milla the ant.

BRAND POSITIONING

In 2017, Sofidel refreshed the Regina brand with a new positioning and tag line.

The new “Paper for People” tag line conveys the dual aim of the brand: on the one hand, helping people in their little everyday domestic challenges, and on the other, developing ever more innovative, sustainable and high-performance products.

Regina products – Asciugoni Regina, Regina Blitz and Regina Wish – were also in the spotlight of the multi-subject campaign which was on air in Italy, Poland, Ireland and the UK in 2017.

The shared concept underpinning the campaign belonged to the personal experience of each one of us: there are little inconveniences that are genuine certainties in our home lives. Luckily, however, there’s another certainty, that we can always count on a Regina product to solve these little problems quickly (Blitz), without wasting paper (Wish) and with rolls that last longer than standard ones (Asciugoni).

REGINA ROTOLONI

REGINA ROTOLONI

The Italians’ favourite toilet paper has more than 500 sheets per roll, more than twice the sheets of normal toilet paper. An exclusive selection of pure virgin pulp fibres ensures Regina Rotoloni have a truly unique resistance and softness, while their distinctive pattern adds elegance and identifiability of real leaders to the product.
Visit the Regina Rotoloni website (Italian)

REGINA CAMOMILE PAPER

REGINA CAMOMILE PAPER

Soft, resistant and with a gentle camomile scent, this product did not take long to win over consumers’ hearts. While its communication strategy was also popular among children, those using tissue paper for the house and kitchen appreciated the resistance and absorbent capacity offered by its pure virgin pulp fibres.
Visit the Carta Camomilla website (Italian)

REGINA ASCIUGONI AND REGINA DI CUORI

REGINA ASCIUGONI AND REGINA DI CUORI

Regina Asciugoni and Regina di Cuori are the paper products for use in the household designed by Regina to meet any need in terms of hygiene and cleaning: Regina Asciugoni with its absorption and proverbial durability. Regina di Cuori with its bright and original love-themed patterns.
Visit the Regina website

regina wish

regina wish

The Regina Wish kitchen roll intended purpose is the kitchen environment and any kind of situation/action that has to do with food contact, exactly like traditional kitchen rolls. What makes Wish a different product concept are its dimensions: indeed, Wish sheet has been smartly engineered with “handy sized sheets”, that is sheets with unique dimensions that allow consumers to use the just right amount of paper per each task, reducing waste versus the traditional product accordingly. On average Wish sheet area is 25% is smaller than standard kitchen rolls.
Visit the Regina website

regina Blitz

regina Blitz

Regina Blitz with its innovative technology has been designed to clean glass and glossy surfaces in a flash without leaving any fluffy residues. Regina Blitz – which was crowned the winner of the “Product of the Year 2019” in the UK in the Household Paper category – was described as “the all-purpose household & kitchen towel perfect for blitzing any cleaning task. Not just that, it is great for cleaning up outside, using on glass for a super glossy shine or even to help wipe a dog’s muddy paws! With its extra-large, triple layer sheets it’s strong, absorbent and reliable.”
Visit the Regina website

Regina handkerchiefs

Regina handkerchiefs

Regina WWF Collection handkerchiefs provide guaranteed softness and strength for all types of use thanks to their 4-ply, pure cellulose composition. They are available in 10- and 30-packet formats. With its Regina WWF Collection handkerchiefs Sofidel supports WWF projects – both in Italy and at an international level – in the conservation of endangered species such as the panda and the tiger.
Visit the Regina handkerchiefs website (Italian)
Making up the handkerchiefs line is the Cartoon line with the fun images of Milla the ant.
Visit the Carta Camomilla website (Italian)