Charmin announced the launch of its Forever Roll on October 16, 2025, making the product available online and rolling into retailers nationwide for the first time this month. The new roll is the company’s largest ever, featuring 1,700 sheets that are designed to last up to one month before replacement is needed. The roll is sold in the same soft, two‑ply format that consumers recognize, but with a larger capacity to reduce replacement frequency.
The Forever Roll comes with a 30‑day money‑back guarantee, giving shoppers confidence in the product’s durability and performance. According to Vice President Jessica Hastings, the roll “works harder so you don’t have to,” positioning it as a convenience solution for households that want to avoid frequent roll changes. The product’s extended life cycle is expected to drive incremental sales volume and improve margin contribution for the Baby, Feminine & Family Care segment.
From a strategic perspective, the launch aligns with Procter & Gamble’s focus on product innovation and consumer convenience. By offering a higher‑capacity roll, the company addresses a common household frustration, potentially increasing repeat purchases and strengthening brand loyalty. The introduction of the Forever Roll also demonstrates P&G’s commitment to expanding its product line with differentiated, high‑value offerings that can capture market share in the competitive toilet paper category.
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