The new products, Hercules Nonwoven and Exodus Nonwoven were introduced at the IDEA 2013 Conference & Expo which opened yesterday in Miami Beach, Florida.

The new products aim to provide customers with a quality performance in industrial and household wiping - both contain cellulose and synthetic fibres, a combination that is said to ensure optimal strength and absorbency with dimensional strength. Despite its toughness, Hercules Nonwoven is said to have a soft, cloth-like feel which makes it perfect for cleaning hands quickly and conveniently while working. Both new products are available in four basis weights.

Suominen’s We Love Wipes campaign, also launched at IDEA, is said to represent an entirely novel way to have a dialogue with consumers and other parties within the wipes value chain. The overall objective of the campaign is to further strengthen Suominen’s understanding of the need of consumers and consequently ensure that Suominen is better able to serve its customers and increase the share of the higher value added products in its portfolio.

The We Love Wipes campaign aims to raise the overall awareness of wipes and the wide range of the end user applications among consumers and to motivate virtual communication among wipes users. The campaign hub is the www.welovewipes.com  website, containing an interesting array of content related to the daily situations where wipes are needed. In addition to digital activities, the campaign includes face to face events with professionals in the wipes supply chain.

“Innovation at Suominen is not just about products but about changing the way business is done and challenging traditional long-held views. The market is very dynamic and it is clearly in our interest to become faster to market with the right products. This is one aspect we aim to further improve, with the support from the consumers, the genuine experts of wipes”, said Jean-Marie Becker, Executive Vice President of Suominen Nonwovens.