What Kruger Products does

Kruger Products is a privately-held Canadian tissue products manufacturer headquartered in Mississauga, Ontario, with corporate lineage traced to Kruger Inc. founded in 1904 in Montreal. The company operates 10 manufacturing plants across North America with approximately 3,000 employees and manufacturing capacity representing 48% of Canada's total tissue manufacturing output. It is the only tissue company with manufacturing operations in Western Canada, strategically aligned to population centers covering 90% of Canadian and 60% of U.S. consumers.

The company produces consumer tissue products under brands including Cashmere (premium), Purex, SpongeTowels, Scotties (licensed from Kimberly-Clark), Bonterra (sustainability-positioned), White Swan, and White Cloud (U.S. market), spanning bathroom tissue, facial tissue, and paper towels. Its commercial division, Kruger PRO, serves the away-from-home market including businesses, institutions, hospitality, and healthcare facilities. Manufacturing technology centers on TAD (Through-Air-Dried) and LDC (Light Dry Crepe) platforms, with notable recent investments including a $377.5 million LDC plant in Sherbrooke, Quebec (60,000 metric tons capacity, inaugurated June 2025), and a planned western U.S. TAD plant (75,000 metric tons, expected late 2028). All 10 facilities hold FSC Chain of Custody certification (FSC C-104904), with ISO 14001 and UL ECOLOGO certifications supporting approximately 300 third-party certified products.

Kruger Products generates revenue primarily through unit-priced retail sales of branded consumer tissue products through Canadian and U.S. retail partners, complemented by B2B distribution to commercial and institutional customers via Kruger PRO, and U.S. private label manufacturing (White Cloud and store brands). Q1 2026 revenue was CAD 544.6 million with adjusted EBITDA of CAD 86.9 million (16.0% margin, up 14.6% year-over-year) and net income of CAD 19.8 million (up 28.6% year-over-year). The company's go-to-market combines sales-led retail partnerships (ranked #1 vendor overall for 13 of 15 years in the Advantage Report), direct B2B commercial sales, and cause-marketing programs (Cashmere Collection for breast cancer, Scotties Tournament of Hearts curling sponsorship, NHL partnerships). Ownership is held by parent conglomerate Kruger Inc., with KP Tissue Inc. (TSX-listed) holding a 12.0-12.3% equity interest.

Name

Kruger Products

Legal name

Kruger Products Inc.

Website

https://krugerproducts.ca

Company type

Private

Founded year

1904

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Kruger Products is a privately-held Canadian tissue products manufacturer operating 10 North American plants representing 48% of Canada's tissue capacity, serving consumer retail markets with brands like Cashmere, Purex, SpongeTowels, Scotties, and Bonterra, and commercial customers through its Kruger PRO away-from-home division.

Ownership category

akta.pro rank

Product category

Tissue Products Manufacturing

NAICS

Sanitary Paper Product Manufacturing (322291)

SIC

Papers & Allied Products (2600)

akta.pro primary industry

Consumer Tissue Paper (Facial, Toilet, Paper Towels, Napkins) (IMAMAGAA)

Keywords

• Tissue products
• Household tissue
• Bathroom tissue
• Paper towels
• Commercial tissue

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Consumer Tissue Products: Sale of branded tissue products to Canadian consumers through retail channels. Brands include Cashmere, Purex, SpongeTowels, Scotties, Bonterra for household use. Revenue from Q1 2026 was CAD 544.6 million.
2. Away-From-Home (Kruger PRO): Manufacturing and distribution of high-quality, cost-effective tissue products to commercial and public entities including businesses, institutions, and hospitality sectors.
3. Private Label Products: Manufacturing of store-brand tissue products for U.S. retailers under White Cloud brand and various private label products.
4. Canadian Breast Cancer Foundation Partnership: Cashmere Collection campaign raised nearly $5.5 million over its history supporting breast cancer research and community programs through fashion event.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Kruger Products manufactures and distributes branded and private-label tissue products including bathroom tissue, facial tissue, paper towels, and napkins for household and commercial use. The company operates 10 manufacturing plants across North America, producing Canada's largest portfolio of consumer tissue brands (Cashmere, Purex, SpongeTowels, Scotties, Bonterra, White Cloud, White Swan) and serving the away-from-home commercial market through its Kruger PRO division.

Product overview

Kruger Products is a leading North American tissue products manufacturer offering a diversified portfolio of consumer and commercial tissue products. The company's consumer brands include Cashmere® (premium), Purex®, SpongeTowels®, Scotties®, Bonterra™, White Swan®, and White Cloud® (US market), serving household needs across bathroom tissue, facial tissues, and paper towels. The Kruger PRO division serves the away-from-home commercial market with cost-effective tissue solutions for businesses, healthcare, and hospitality sectors. Together, these products span consumer retail and B2B channels, with manufacturing concentrated in Canadian facilities representing approximately 48% of Canada's total tissue manufacturing capacity.

Differentiator

Problem solved

Functional benefit

Brands

• Cashmere: Premium tissue brand
• Purex
• SpongeTowels
• Scotties
• Bonterra
• White Cloud
• White Swan

Products and services

• Cashmere Premium tissue brand offering luxurious softness for household use, including bathroom tissue and facial tissues for Canadian consumers.
• Purex Quality bathroom tissue and paper towel brand known for strength and absorbency at an accessible price point for Canadian consumers.
• SpongeTowels Paper towel brand with superior absorbency for Canadian consumers, winner of Product of the Year Canada award for household paper towels.
• Scotties Facial tissue brand licensed from Kimberly-Clark, offering soft and strong tissue products for Canadian consumers.
• Bonterra Environmentally-focused tissue brand certified by FSC, designed for consumers seeking sustainable paper products made from recycled materials.
• White Cloud Tissue brand serving the US consumer market, available in both branded and private label variations through major US retailers.
• White Swan Premium tissue brand available in the Canadian market.
• Kruger PRO (Away-From-Home Division) Commercial tissue products division manufacturing and distributing high-quality, cost-effective tissue solutions to businesses, healthcare facilities, hospitality establishments, and public institutions.

Quantifiable outcome

• 48% of Canada's total tissue manufacturing capacity
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Canadian Cancer Society / Quebec Breast Cancer FoundationcoreStrategic or Co-development PartnerLong-standing partnership supporting breast cancer research and awareness. Cashmere Collection campaign has raised nearly $5.5 million over its history. Kruger Products is a Top 5 partner supporting the breast cancer cause at Canadian Cancer Society.
• Ronald McDonald House Charities CanadacoreStrategic or Co-development Partner100% of away-from-home paper products donated to 15 Ronald McDonald Houses across Canada since 1990. Each year, this supports families traveling to children's hospitals across Canada.
• Friends of We CareminorStrategic or Co-development PartnerKruger PRO division sponsors sending 5,000 children with disabilities to Easter Seals camps annually across Canada. Partnership spans over a decade.
• NHL (Toronto Maple Leafs and Montreal Canadiens)coreStrategic or Co-development PartnerOfficial NHL partner for tissue products, supporting Canadian hockey through sponsorship of Toronto Maple Leafs and Montreal Canadiens. Also supports minor hockey through Kruger Big Assist program.
• Canadian Curling Association (Scotties Tournament of Hearts)coreStrategic or Co-development PartnerLongest-running sponsor of amateur women's sport in Canada, supporting Scotties Tournament of Hearts women's curling championship for over 40 years.
• 4oceanminorStrategic or Co-development PartnerPartnership to remove 100,000 pounds of plastic from oceans annually, equivalent to 4.5 million plastic water bottles. Supports Bonterra brand sustainability positioning.
• VeritreeminorStrategic or Co-development PartnerThree-year partnership to plant more than 150,000 trees as part of Reimagine 2030 sustainability initiative.
• Credit Valley ConservationminorStrategic or Co-development PartnerCommunity partnership for environmental initiatives including planting 200 native trees and removing invasive species during employee community days.
• Forest Stewardship Council (FSC)coreOthersAll 10 production facilities are FSC COC-certified (FSC C-104904), ensuring responsible forest sourcing. Part of the company's sustainability commitment to use 100% third-party certified fibers.

Scale indicators18 records

Recent moves11 records

Expansion highlights5 records

Broad incumbents

• Procter & Gamble: Owner of Charmin and Bounty, the leading U.S. branded bathroom tissue and paper towel franchises. Competes with Kruger in U.S. retail and commercial channels, and is a direct comparator for branded CPG economics in tissue.
• Essity AB: Swedish global hygiene and health company (Tork, Tempo, Velvet). A relevant peer in commercial away-from-home tissue and premium consumer tissue categories where Kruger PRO competes.
• Sofidel Group: Italian-headquartered tissue manufacturer with major North American operations (Regina, Nicky, Papernet). Competes with Kruger in private label, commercial, and consumer tissue across the U.S. and Canada.
• Kimberly-Clark Corporation: Global tissue giant whose brands (Kleenex, Cottonelle, Scotties) directly compete with Kruger's portfolio. Notably the licensor of Kruger's Scotties brand, making it both a competitor and a contractual counterparty.

Direct peers

• Georgia-Pacific: Major North American tissue manufacturer (Brawny, Quilted Northern, Angel Soft, Vanity Fair) with both branded and private label exposure. Most directly comparable in scale, channel mix, and U.S./Canadian footprint to Kruger.
• Cascades Inc. Canadian-headquartered pulp and tissue producer with significant tissue and away-from-home operations. Direct competitor in Canadian retail tissue and commercial channels, and a clear North American capacity benchmark.
• Clearwater Paper Corporation: U.S. tissue and paperboard company serving private label and branded retail customers. Closely comparable in product mix, customer type, and exposure to North American retail tissue economics.
• First Quality Tissue: U.S. private label and branded tissue producer with large TAD capacity. A direct comparator for Kruger's U.S. private label and TAD technology roadmap, especially as Kruger builds its western U.S. plant.

Regional players

• Irving Tissue: Canadian tissue manufacturer producing store-brand and branded bath tissue, owned by J.D. Irving. Direct competitor in Canadian retail and private label tissue, with overlapping U.S. exposure.

Emerging players

• The Clorox Company (Seventh Generation): Through Seventh Generation and other sustainability-positioned brands, Clorox competes in the recycled / sustainable tissue segment where Kruger's Bonterra brand is positioned. Relevant emerging comparable on ESG-led tissue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/krugerproducts
• LinkedInlinkedin.com/company/produits-kruger-products
• Xx.com/kruger_products

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kruger Products