Metsä Tissue is investing in sustainable and cleaner everyday hygiene

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Sustainably produced tissue papers are the hygiene solution of the future. Metsä Tissue knows northern wood and consumers’ daily life. 


In line with its strategy, which was renewed last year, Metsä Tissue is creating sustainable hygiene solutions by focusing on improving its industrial efficiency and its production units’ environmental performance over the long term. 

“We are working to provide our customers with more sustainable hygiene solutions based on the circular economy and the bioeconomy,” says Esa Kaikkonen, CEO of Metsä Tissue. 

Metsä Tissue has nine mills in five different countries in Europe. A radius of 500 km around each mill would cover 45% of the EU population. However, there are more than 160 players in the European tissue market. How can we stand out?

“We have a long tradition and strong expertise in tissue paper production, in addition to highly committed employees and a desire to continuously improve our operations. Our advantages also include a strong background as part of Metsä Group: the entire value chain is in our own hands, from the forest to the finished product. Our customers can rely on our fibre and raw material supply, which are secured long into the future. Reliable deliveries and high-quality raw materials are of primary importance to us,” Kaikkonen points out.

Metsä Tissue’s operations are always developed with sustainability in mind.

“Sustainability themes are reflected in our product development and packaging material solutions, as well as in the energy solutions and efficient logistics in our production units. Material or energy efficiency in all our operations is also an action for the climate.” 

Locally produced tissue papers

Metsä Tissue’s strong brands are among the leading brands in the Nordic and Eastern European consumer markets. In away-from-home products, Katrin has a strong position across Europe. In addition to manufacturing products under its Lambi, Serla, Mola, Tento and Katrin brands, Metsä Tissue also produces tissue paper for its customers’ private labels. 

“We believe that demand for sustainable hygiene solutions will grow, and this is a key part of our strategy. To enable future growth, we are currently planning to expand our tissue paper production at the Mariestad mill in Sweden,” Kaikkonen explains. “Last autumn, we started a feasibility study on the investment, which would more than double our production capacity at Mariestad. During the first phase of the investment, a new tissue paper machine and an automated warehouse would be installed at the mill.” 

The final investment decision is expected to be made during the second half of 2021, after the environmental permit has been granted. The planned investment would increase Mariestad’s tissue paper production capacity by 50,000 tonnes as of 2024. As an example, this is equal to the annual tissue paper consumption of over a million households. 

In the production of its high-quality tissue paper, Metsä Tissue uses pure fresh fibre grown close to its customers and consumers, in addition to recycled fibre, which supports the circular economy. Metsä Tissue will focus increasingly on fresh fibre, and the investments planned for the Mariestad mill support this goal. 

”The availability and quality of recycled fibre have deteriorated, and investment in the production of high-quality fresh fibre products with modern technology is the most sustainable solution for the future. This also supports our customers’ goals for sustainable business operations.” 

Text: Asta Hirvonen
Photo: Kimmo Syväri, Petteri Kivimäki