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White cloud toilet paper

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This post brought to you by White Cloud . All opinions are 100% mine.

My family sure goes through a lot of bath tissue. Part of it is because there are five of us, but I blame most of it on my twin girls who still haven’t mastered the art of using less than six squares every time they go to the bathroom. It’s a good thing we are able to find great deals on bath tissue!

There are so many different brands of bath tissue to choose from, but I am really impressed with the White Cloud brand. They offer premium bath tissue (available only at Walmart) at unbeatable prices. For example, you can score a 16 pack of White Cloud for the same price as a 12 pack of Quilted Northern or Cottonelle. That means you get four extra rolls for the same price!

White Cloud bath tissue is available in 3-ply or 2-ply. The new 3-ply is softer and thicker, and the new quilted pattern provides a premium look and feel. The 2-ply is now stronger and softer. This allows you to use less, making the roll last longer. To find White Cloud near you, use the Store Locator.

Free 4-Pack of White Cloud

If you are a fan of White Cloud on Facebook, you can score a free 4-pack of White Cloud’s new and improved premium 3-ply Ultra Soft & Thick Bath Tissue with the purchase of any White Cloud Bath Tissue through a high value coupon ($1.97 off). All you have to do is share the coupon on the social channel of your choice (Facebook, Twitter, or Pinterest). There’s also a $1 off coupon available if you simply wish to print a coupon. Head on over here to get your Coupon on Facebook.

Disclaimer: Limit One (1) Coupon Per Purchase. White Cloud® Bath Tissue is only available at Walmart stores. No facsimiles or reproductions. May not be sold or transferred. Must present coupon at time of purchase. Any other use constitutes fraud. Valid only in USA. Void where prohibited, taxed or restricted. Case value 1/100¢.

To learn more about White Cloud and to stay up-to-date with future promotions make sure you Like White Cloud on Facebook andFollow White Cloud on Twitter. You can also view all of the brand’s latest inspiration when you Follow White Cloud on Pinterest.

This post may contain affiliate links. As an Amazon Associate, I earn from qualifying purchases. Read my full disclosure here.

White Cloud: The Brand That Wouldn’t Die

By the early 1990s, however, P&G was moving from brand management, where ambitious junior executives in adjacent offices battled each other as fiercely as outside rivals, to category management, where general managers tried to keep P&G brands from cannibalizing each other, sometimes by picking winners and losers. White Cloud lost. Charmin squeezed it out in 1993 just as White Cloud turned 80 years old, folding its softer-thicker product range into Charmin Ultra to boost the category leader.

Leo Burnett’s loss was a gain for D’Arcy Masius Benton & Bowles, which handled Charmin. In the agency world’s own game of category management, DMB&B was later folded into Publicis Worldwide, and Leo Burnett became a sibling in Publicis Groupe.

Different playbook

White Cloud’s euthanasia is the sort of move that companies have made repeatedly in decades since, but the playbook is different now. Companies generally try to sell their old brand names or keep them going at some minimal level to prohibit someone else from using the trademark.

That didn’t happen with White Cloud. Instead, Gelbart, who in 1994 was still CEO of Carewell, which was competing with P&G in toothbrushes, laid claim to what appeared to be an abandoned trademark. P&G tried to get it back, but Gelbart prevailed after five years of litigation through the U.S. Patent and Trademark Office. In 1999 he relaunched White Cloud as a premium private-label with Walmart. He sold the tissue rights to Kruger a few years later, and worked with other manufacturers to expand it into other Walmart categories, including at various times paper towels, facial tissue, cotton balls and swabs, diapers, training pants, wipes, laundry detergent and fabric softener.

Changing strategy

By 2008, White Cloud had annual sales of $600 million across all those Walmart categories, according to an investment bank that tried to sell Gelbart’s remaining trademark rights the following year. But Walmart also decided to remove White Cloud from its diaper shelves in favor of its own Parent’s Choice brand. P&G, fighting a rearguard action on multiple fronts against its old brand at Walmart, looked to move into some of that space with its Luvs brand, and launched a WhereIsWhiteCloud.com site that would direct to pitches for Luvs.

Ultimately, Walmart returned White Cloud baby products to its shelves in at least part of the country and on Walmart.com (and later Jet.com). But even in its private-label life, White Cloud was never Walmart’s top priority.

That led to the end last year of a 10-year exclusivity agreement for Walmart to sell White Cloud products, says Nadia Durasamy, marketing director of Kruger’s consumer business.

“Walmart’s strategy recently has changed, where they’re focusing on their Great Value brand,” Durasamy says. That includes both focusing on lower-priced products to compete against Aldi and other private-label-intensive retailers, as well as a more premium product akin to White Cloud, although it continues to carry the latter too, just on less shelf space.

“Walmart is considerably underdeveloped compared to all their competitors in the private-label space,” Durasamy says. “And it’s their No. 1 priority to get their fair share of the market.”
Walmart declined to comment on its private-label strategy.

No regrets

White Cloud’s national-brand reemergence includes Wakefern’s ShopRite and Price Rite supermarkets, and St. Louis-based Schnucks, with more to come. “We’re happy with where it is,” Durasamy says. “But it’s going to take quite a number of retailers to get back to its peak” before Walmart started deemphasizing it.

The “Live With Kelly and Ryan” promotional partnership that played out this fall focused on the brand’s “No Regrets” message—that moms may have small regrets in other parts of everyday life, but “we want to make sure she doesn’t have the same regrets with her paper products,” says Empower spokeswoman Meghann Craig. “We wanted to pair the No. 1-rated bath tissue product with the No. 1-rated talk show.”

Consumer Reports has rated White Cloud a “Best Buy” on the basis of quality and price in its last two toilet-paper testing cycles, in 2014 and 2016.

Attention Walmart shoppers! White Cloud toilet paper is tops.

You’re standing before a wall of white in the toilet paper aisle of your local retailer, thinking: How much difference can there really be between brands X,Y and Z? So you go with the cheapest, or the one you know best, only to be reminded later that, actually there’s a big difference between good and bad TP. That’s plain to see in Consumer Reports’ toilet paper Ratings, where fifty points separate our first and last-place products. So before restocking your supply, be sure to check the results.

We test toilet paper on four key criteria, using a combination of machinery and sensory panelists. Strength is measured by an apparatus called an Instron, which pushes a steel ball through stacked sheets of paper. The same machine also evaluates tearing ease. All-important softness is determined by panelists, who gently caress each toilet paper. Disintegration, indicating how well paper will move through your home’s plumbing, involves a water-filled beaker, a 20-inch stirring rod, and a vibrating plate.

The tough tests turn up quite a few stinkers. Take our bottom-rated CVS Earth Essentials, which received subpar scores for both strength and softness. Whole Foods’ 365 Everyday Value and Walgreens’ Big Roll performed only slightly better. These toilet papers are almost sure to disappoint.

Out of the two dozen-plus products we tested, five performed well enough to make our winner’s circle. Three are Walmart exclusives, including a pair of White Cloud products and Great Value Ultra Strong. Softness is superb with all three toilet papers, though only the top-rated White Cloud 3-Ply Ultra Soft and Thick combines softness with superior strength and disintegration. As a result, it was tops in our tests by a wide margin. If you’re not a Walmart shopper, consider our picks from Quilted Northern or CVS.

Looking for a green toilet paper? The most eco-friendly options are made from fibers recovered from paper that would otherwise end up in a landfill or incinerator, as opposed to trees from responsibly managed forests. Seventh Generation meets that claim, and it was quite soft in our tests, though not as strong as models that make our recommended list.

ICHIRO / Getty Images

Consumers tend to be pretty particular when it comes to an item that ultimately gets flushed away. Survey results published last summer indicate that we’re more brand-sensitive regarding toilet paper than with banks, motor oil, DVD players, and other products. And which brand of TP do consumers rate the softest, strongest, and overall best?

Well, the particular consumers at Consumer Reports have just named White Cloud, a Walmart brand, as the top toilet paper in the nation.

Not only did White Cloud’s 3-Ply Ultra Soft and Thick toilet paper get the highest overall ratings of 25 different products, it’s also won as CR‘s Best Buy, costing 25¢ per 100 sheets. By comparison, the No. 2-rated toilet paper, Quilted Northen Ultra Plush, costs 38¢ per 100 sheets, and Charmin Ultra Soft and Ultra Strong (ranking #6 and #18, respectively) each go for 41¢ per 100 sheets. Another roll of White Cloud, Soft and Thick, came in fourth in the ratings and costs just 19¢ per 100 sheets. And if there was an award for decent TP at a cheap price, it’d go to Kirkland Signature, the Costco brand, which runs 12¢ per 100 sheets.

(MORE: Craziest Counterfeits: Toilet Paper)

Walmart’s White Cloud is described as “soft, strong, and an exceptional value” by Consumer Reports. Reviewers have less complimentary things to say about “green” TP. Toilet paper promoted as environmentally friendly tended to do poorly in tests because they were rough and not particularly strong. There’s also some skepticism regarding just how “green” these products are, leading CR to pass along the advice:

If a product that’s eco-friendly is your top requirement, look for toilet paper that’s made not just from recycled content or trees from responsibly managed forests but from fibers recovered from paper that would otherwise end up in a landfill or incinerator. And avoid recycled products that have been bleached white using chlorine, since that can pollute air and water.

Shoppers should also look carefully at product claims such as Charmin’s “biggest pack ever,” which CR discovered actually had 12% fewer sheets than a previous package. The shrinking and repackaging of products has been going on for years, of course, with everything from ice cream to orange juice, potato chips to cookies. And toilet paper: A CR reader noticed in 2010, for instance, that Northern’s TP had shrunk from 4.5 x 4 inches to 4 x 4 inches, and newer rolls came with 286 sheets, compared to 300 in the past.

(MORE: Solutions to 9 Puzzling Money Problems)

It’s that sort of dirty trick that rubs many consumers the wrong way.

Brad Tuttle is a reporter at TIME. Find him on Twitter at @bradrtuttle. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.

Best toilet paper for your buck

HOUSTON – Excuse us while we use some potty words. We’re going into the bathroom to talk toilet paper.

It’s a household staple that is likely on your shopping list at least once a month. But a recent Consumer Reports test discovered you may be paying too much for your T.P.

The offerings in the shopping aisle are endless. Toilet papers claim they’re “ultra-soft,” “plush” and “strong.” Consumer Reports put those claims to the test, rating 21 rolls on strength, softness, tearing ease and how well the paper disintegrates when you flush.

The results revealed the most expensive brands are not the best, and the lower cost brands aren’t always the worst.

The magazine’s third-highest rated toilet paper was Scott Extra Soft, that costs just 20 cents a roll.

No. 2 (no pun intended) was Nice Premium Ultra Walgreens store brand at 33 cents a roll.

And the highest rated toilet paper in the test was Walmart’s White Cloud Ultra Soft and Thick at 25 cents a roll.

Big name brands like Charmin Ultra Strong, that cost 40 cents a roll, ranked 13 out of 21. Researchers found this specific type to be tough on your pipes because it doesn’t disintegrate easily.

While Walmart’s White Cloud Ultra Soft and Thick got the top pick, its Great Value bathroom tissue that costs 6 cents a roll came in dead last because testers say it’s not soft or strong. It does a fair job disintegrating, but it’s easy to tear.

For the reasons that Consumer Reports ranked each type of toilet paper, you’ll have to subscribe, but here is the order in which researchers ranked them:

  • White Cloud Ultra Soft & Thick (Walmart)
  • Nice Premium Ultra (Walgreens)
  • Scott Extra Soft
  • White Cloud Ultra Strong & Soft (Walmart)
  • Quilted Northern (Ultra Plush)
  • Cottonelle Ultra ComfortCare
  • Total Home Premium Ultra Soft (CVS)
  • Up & Up Ultra Soft (Target)
  • Charmin Ultra Soft
  • Soft Naturals Tube Free
  • Angel Soft bath tissue
  • Scott Rapid Dissolving
  • Charmin Ultra Strong
  • Cottonelle CleanCare
  • White Cloud Green Earth Bath Tissue (Walmart)
  • Kirkland Signature (Costco)
  • Seventh Generation Bath Tissue
  • Charmin Basic
  • Quilted Northern Ultra Soft & Strong with CleanStretch
  • Scott 1000
  • Great Value Bathroom Tissue (Walmart)
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