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Fine moves to protect market leadership

The launch of Fine Touch forms part of the company's strategy to compete on quality, rather than on price.

Fine, part of Jordan-based Nuqul Group, has introduced Fine Touch, a new ‘premium’ line of facial tissues, toilet rolls and kitchen towels. The launch forms part of Fine’s strategy to position itself as a provider of quality hygienic paper products, and avoid competing purely on price.

“Everyone is fighting on price at the lower end and this is what we want to avoid,” Peter Janho, general manager, Fine Hygienic Paper FZE, told Retail News Middle East. “We’re trying to go to a higher level, to be even more of a niche product.”

The Fine Touch range is manufactured with high quality paper and packaged using Fine’s patented SteriPro method to help ensure cleanliness. A printing technique called Spot UV Varnish, which highlights patterns on a surface, has been used to enhance the look of the finished products. The range also comes in simple packaging, after surveys told Fine that consumers are tiring of box designs that emphasise flowers and pastille shades.

Fine Touch has been listed by most A class hypermarkets and Janho says he is pleased with the positions and the amount of space that the line has been given. An advertising campaign to promote the product is being finalised and is set to kick off in the next few weeks.

The Fine stable of products includes brand names such as Finies, Super Baby Fine, Cinderella, Smile and Lido. Fine is currently rolling out a new range of scented refreshing towels.

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