Zewa Ultra Soft from Essity AB - thicker sheets and a quieter roll

Reviewed: ad hoc news New Release & Launch desk. Edited and checked on 2026-06-30, 14:59. Details in the imprint.

Zewa Ultra Soft from Essity AB sits on the bathroom holder with a slightly heavier feel, the quilted 3?ply sheets brushing the skin more quietly than standard rolls. The padding is noticeable in the hand and turns a quick morning routine into a more tactile moment.

What Zewa Ultra Soft offers

Essity positions Zewa Ultra Soft as a premium toilet paper line with 3?ply, softly quilted sheets aimed at households that want thicker tissue without moving into scented or pattern-heavy designs. The rolls typically carry more sheets per roll than basic lines, which cuts down on frequent replacements.

In everyday use the paper feels slightly cushioned and resists tearing when pulled off the roll, a detail that families with children often appreciate. The embossed surface provides grip without feeling rough, so the paper folds in the hand instead of slipping.

How it differs from standard rolls

Compared with classic Zewa bathroom tissue and other supermarket brands, Zewa Ultra Soft focuses on higher sheet weight and a softer touch rather than colorful printing. Essity leans on its tissue know-how from brands such as Tempo and Tork to balance softness with strength in the cellulose mix.

A pack of Zewa Ultra Soft typically contains multiple rolls wrapped in a tidy plastic sleeve with a carry handle, designed to be lifted from car trunk to bathroom shelf with one hand. The packaging keeps dust out but still lets shoppers see the subtle quilting through a clear window.

The person behind the tissue strategy

Essity CEO Magnus Groth regularly highlights tissue products as a core profitability driver in the company’s hygiene and health portfolio, and Zewa Ultra Soft fits into that narrative as a higher-margin bathroom staple. His comments on focusing on branded consumer tissue give context to this line’s placement on shelves.

Product managers in Essity’s consumer tissue division tune pack sizes and sheet counts for different retail chains, so Zewa Ultra Soft can appear in family-size bundles at hypermarkets and more compact packs in urban convenience stores. That flexibility helps the brand stay visible without crowding limited shelf space.

Strengths and where it falls short

The main strength of Zewa Ultra Soft lies in its combination of thickness and a clean, neutral look. The lack of heavy fragrance or printed motifs makes it suitable for households that prefer a tidy bathroom aesthetic while still wanting a soft feel.

On the downside, the 3?ply build and branding usually mean a higher price per roll than entry-level tissue. Budget-oriented shoppers may instead reach for Essity’s lower-tier Zewa lines or private-label rolls, trading down on softness to save a few euros per month.

Where consumers buy it

Zewa Ultra Soft is widely stocked across grocery chains and drugstores in Germany and parts of Central and Eastern Europe, slotting into the premium shelf tier. Online supermarkets and delivery apps increasingly list multi-packs, making it easy for customers to add the product to recurring household orders.

In stores, the blue-and-white Zewa branding and the “Ultra Soft” wording on packs serve as a quick signal for shoppers scanning the tissue aisle, competing with international names and local private labels at eye level.

Essity and the share price

Essity AB, listed on Nasdaq Stockholm, uses its tissue brands such as Zewa, Tempo and Tork to anchor revenue across consumer and professional hygiene segments. Movements in these categories, including premium toilet paper lines like Zewa Ultra Soft, contribute to how investors view the Essity AB share price on the Swedish exchange.

This article was AI-assisted and editorially reviewed. Product information without guarantee; prices and availability may change at short notice. No investment advice, no buy or sell recommendation. Stock-market transactions involve risks up to total loss.

en | SE0017768716 | ESSITY AB | boerse | 69661251 | bgmi