Essity has launched its first wheat straw pulp toilet paper, Zewa, in the German market.
A company spokeswoman said the move makes Essity "the first branded producer in Europe to offer premium wheat straw toilet paper.
The product is made from wheat straw, which grows quickly and can be processed into cellulose, in the area where Essity's Mannheim, Germany, plant is located.
The Zewa product range is made from at least 10% wheat straw pulp, which, according to Essity, makes the company "the first company in Europe to use local agricultural residues in industrial production, ultimately reducing the carbon footprint of its products".
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