Kruger PRO’s re-brand designed to elevate hospitality
When it comes to providing exceptional guest experiences, every detail counts. From plush bedding to premium amenities, today’s travellers expect the same level of comfort they enjoy at home. That’s why Kruger Products, Canada’s leading tissue manufacturer, is proud to introduce Kruger PRO, its re-imagined away-from-home division designed to elevate hospitality experiences with trusted, high-quality tissue products.
The Kruger PRO rebrand isn’t just a new name—it’s a reflection of a deeper commitment to its customers. As Stephen Blythe, VP of Marketing, North America, explains, “The previous division brand, Kruger Products | Away From Home, was more focused on the geography of where we do business, whereas the new Kruger PRO is focused on what we do and how we do it—delivering professional products and services.”
The re-brand aligns with Kruger Products’ overarching mission of “Making Everyday Life More Comfortable.” By transitioning from a traditional business-to-business approach to a more personal “people-to-people” philosophy, Kruger PRO underscores its commitment to fostering deeper relationships with hotel partners. “The tissue industry has evolved significantly over the last several years to become increasingly competitive, and developing and maintaining human connections is pivotal to success in this ecosystem,” Blythe adds.
As part of this transformation, Kruger PRO is introducing two well-known, Made-in-Canada consumer brands—Cashmere and Scotties—into the hospitality space. Starting in early April, hoteliers will have access to these trusted products, allowing guests to experience familiar comforts during their stay.
“We’re excited to be bringing Cashmere and Scotties—respectively, Canada’s number-1 best-selling bathroom tissue and facial tissue—into the Kruger PRO division to introduce our existing and future customers to the comforts of home in away-from-home experiences,” says Blythe.
With these additions, Kruger PRO is elevating the guest experience by ensuring hotels provide the same premium quality their guests rely on in their daily lives. “The introduction of Cashmere and Scotties into the away-from-home division will enhance hotel guests’ experiences by providing them with their at-home comforts while enjoying their stay away from home,” Blythe explains.
In addition to launching its renowned consumer brands into the away-from-home category, Kruger PRO is unveiling a refreshed White Swan brand, emphasizing its commitment to sustainability. “The White Swan brand’s refresh is giving the product’s whole portfolio a fresh, contemporary look to reinforce its environmentally friendly positioning while maintaining a connection to the product our customers know and love,” says Blythe.
The updated branding features a green colour palette and nature-inspired imagery, reflecting White Swan’s ESG certifications and Kruger PRO’s broader sustainability goals. This initiative also aligns with the company’s Reimagine 2030 sustainable-development strategy, which aims to reduce Kruger Products’ environmental footprint while continuing to grow its business.
Supporting Canadian communities
Beyond offering superior tissue products, Kruger PRO remains deeply committed to supporting Canadian jobs and local economies. With seven pulp-and-paper converting mills across Canada and a workforce of more than 2,300 employees, Kruger Products plays a vital role in sustaining communities.
“We pride ourselves on our unwavering support of communities, causes, and partners coast to coast,” says Blythe. “Our manufacturing facilities have made crucial contributions to the long-term economic growth of their respective regions, and our ongoing commitment to local manufacturing is reflected in Kruger Products’ continued investments in Canada to meet the current and future tissue needs of Canadians.”
When hotels choose Kruger PRO products, they’re not just enhancing their guest experience—they’re supporting Canadian workers and businesses.
With the launch of Kruger PRO, the hospitality industry has more opportunities than ever to enhance comfort and sustainability in guestrooms and public spaces. By bringing trusted household brands into hotels and reinforcing eco-friendly solutions, Kruger PRO is redefining the away-from-home experience—one tissue at a time. “At Kruger PRO, we’re all about human connections. We want our customers to understand that Kruger PRO is their partner, and we’re excited to keep making business more comfortable.” Blythe concludes.
