Manufactured and marketed by The Navigator Company under license from Procter & Gamble (P&G), the new Mr Propre paper towel product line marks a strategic milestone in the group’s tissue business evolution within the French market. The partnership with P&G—a global leader in consumer goods—confirms Navigator’s industrial, operational, and qualitative capacity to develop and manage leading brands in highly competitive categories.
The range was designed for daily household use, combining high performance, convenience, and efficiency. It includes three-ply multi-purpose paper towels available in two formats tailored to consumer needs: a mini-roll, Mr. Propre Absorb Express, ideal for quick tasks requiring high absorption capacity, and a standard maxi-roll, Mr. Propre Puissance, designed for more intensive use. Both formats guarantee efficient and comfortable daily cleaning.
The offering is completed by the Mr. Propre Quotidien paper towel, available in a 3-roll pack. These three-ply rolls offer strength, versatility, and efficiency for common kitchen tasks.
The entire product line features a strong and immediately recognizable visual identity, integrating the name, logo, and iconic elements of Mr. Clean. This graphic consistency ensures excellent visibility and instant recognition at the point of sale—a key factor for performance and shelf rotation.
This launch is built on the core pillars of The Navigator Company: industrial excellence, innovation, and sustainability. The products were developed to offer superior strength and absorption, with competitive positioning against market-leading brands.
This brand licensing in the household paper segment represents a major strategic step for Navigator, expanding its value proposition toward highly differentiated, consumer-centric models. It also strengthens the Group’s ability to transform industrial expertise into high-value-added solutions as part of a long-term strategy for profitable and environmentally friendly growth.
“This launch embodies the alliance between an iconic brand and our cutting-edge technology, top-tier raw materials, and our R&D, industrial, and commercial expertise. Mr. Clean benefits from immediate recognition in France, and our ambition was to develop products that live up to this reputation: efficient, strong, and sustainable,” says Hermano Mendonça, Sales Director Tissue.
The new range will be progressively rolled out nationwide in the coming months, reinforcing The Navigator Company’s position as a strategic partner in the key household paper category.
*Mr. Propre – Mr Clean
The new product line will be marketed under license from Procter & Gamble
Photo/Mr Propre
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