Angelsoft
Angel Soft is a U.S. mass-market 2-ply toilet paper brand owned by Georgia-Pacific Consumer Products LP, offering value-tier Mega, Ultra, and scented variants through grocery and mass-merchandise retailers nationwide.
- Company typePrivate
- Founded1987
- HeadquartersAtlanta, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Angelsoft does
Angel Soft is a U.S. mass-market toilet paper brand that has been on retail shelves since 1987, currently positioned as a 2-ply value-tier product balancing softness, strength, and affordability. The product range spans standard Mega Rolls (4x regular) and Mega XL Rolls (6x regular), an Ultra variant with enhanced softness, and a Fresh Scented Tube sub-line available in Lavender, Linen, Ocean Breeze, and Vanilla, plus limited seasonal scents (Citrus, Tropical Oasis, Evergreen). All SKUs are septic-safe and manufactured from SFI-certified sustainably sourced fiber. The brand is owned and operated by Georgia-Pacific Consumer Products LP, headquartered at 133 Peachtree St NE, Atlanta, and sits alongside sister brands Brawny, Dixie, Quilted Northern, Sparkle, and Vanity Fair.
Commercially, Angel Soft runs a wholesale-and-retail go-to-market model: products are sold through major U.S. grocery and mass-merchandise retailers (in-store and online), with no direct-to-consumer e-commerce. Consumer engagement is driven by an email newsletter offering a $3 welcome coupon, annual sweepstakes (one-year supply prizes, e.g., 142 mega rolls valued at $144), digital coupon distribution via the GCN Grocery Coupon Network app, and a multi-platform social presence (Facebook, Instagram, X/Twitter, YouTube). The customer segments are general U.S. households and value-conscious consumers seeking softness/strength without premium pricing.
Revenue mechanics are typical of a value-tier CPG brand: per-unit retail pricing across roll-size tiers (Standard, Mega, Mega XL), with promotional coupons and sweepstakes used for acquisition and retention rather than subscription or contract pricing. No apps, APIs, or AI/ML capabilities are evident. Strategic activity over the past decade has consisted of SKU rationalization (2022 line simplification and thickness increase), a packaging redesign featuring the Angel character (2024), and ongoing product-line extensions through the Fresh Scented Tube family.
Angelsoft firmographics
Firmographics- Name
- Angelsoft
- Legal name
- Georgia-Pacific Consumer Products LP
- Website
- https://angelsoft.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Angel Soft is a U.S. mass-market 2-ply toilet paper brand owned by Georgia-Pacific Consumer Products LP, offering value-tier Mega, Ultra, and scented variants through grocery and mass-merchandise retailers nationwide.
- Ownership category
- akta.pro rank
Angelsoft industry classification
Industry- Product category
- Household Paper Products
- NAICS
- Sanitary Paper Product Manufacturing (322291)
- SIC
- Papers & Allied Products (2600)
- akta.pro primary industry
- Toilet Paper (CRAJAFAA)
- akta.pro secondary industries
- Consumer Tissue Paper (Facial, Toilet, Paper Towels, Napkins) (IMAMAGAA), Household Paper Multipacks & Value Packs (CRAJAFAI)
Keywords
Where Angelsoft is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Angelsoft business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Retail Sales of Toilet Paper: Angel Soft generates revenue through the sale of toilet paper products via major retail and mass merchandise stores across the United States. Products are also available through online retail channels for delivery or pickup.
- Coupon and Promotion Based Sales: The company drives sales through promotional coupons ($3 off for new email subscribers) and sweepstakes promotions (1-year supply sweepstakes) to acquire and retain customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Toilet Paper Rolls |
| Unit Pricing | Pay-as-you-go | Mega Rolls (4X Regular) |
| Unit Pricing | Pay-as-you-go | Mega XL Rolls (6X Regular) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Angelsoft product offering
Product offeringCore offering
Angel Soft manufactures and sells 2-ply toilet paper products through major grocery and mass-merchandise retail channels across the United States. The brand portfolio includes standard Mega/Mega XL rolls, the thicker Ultra variant, and scented-tube varieties (Lavender, Linen, Ocean Breeze, Vanilla Blossom, plus limited seasonal scents), all marketed as septic-safe and made from SFI-certified sustainably sourced wood fiber.
Product overview
Angel Soft is a consumer packaged goods brand offering 2-ply toilet paper products. The core portfolio consists of Angel Soft Mega/Mega XL Rolls (standard softness and strength), Angel Soft Ultra (enhanced softness and strength), and Angel Soft with Fresh Scented Tubes (Lavender, Linen, Ocean Breeze, Vanilla). Seasonal scented variants (Citrus, Tropical Oasis, Evergreen) are offered as limited editions. All products are septic-safe, flushable, and made from SFI-certified sustainably sourced trees. The brand positions itself on the balance of softness and strength at an affordable price point.
Differentiator
Problem solved
Functional benefit
Brands
- Angel Soft Mega Rolls: Classic mega rolls with an ideal balance of softness and strength. Each Mega Roll equals 4 regular rolls.
- Angel Soft Ultra
- Angel Soft with Fresh Scented Tube
- Angel Soft Seasonal Scented Tubes
Products and services
- Angel Soft Mega Roll Toilet Paper 2-ply toilet paper available in Mega Roll (4x regular size) and Mega XL Roll (6x regular size) formats, balancing softness and strength at a value price for everyday household use.
- Angel Soft Ultra Toilet Paper Enhanced 2-ply toilet paper that is softer and stronger than regular Angel Soft, offering premium comfort with fewer roll changes for households seeking upgraded quality at a good value.
- Angel Soft with Fresh Lavender Scented Tube 2-ply toilet paper with fresh lavender fragrance applied to the cardboard tube, combining softness, strength, and a subtle bathroom freshener for scent-conscious consumers.
- Angel Soft with Fresh Linen Scented Tube 2-ply toilet paper with a fresh linen fragrance on the tube, delivering softness and strength with a crisp, clean scent reminiscent of freshly laundered linen.
- Angel Soft with Fresh Ocean Breeze Scented Tube 2-ply toilet paper with an ocean breeze fragrance on the tube, offering softness, strength, and a fresh coastal scent.
- Angel Soft with Fresh Vanilla Blossom Scented Tube 2-ply toilet paper with a warm vanilla blossom fragrance on the tube, combining softness, strength, and a comforting aroma.
- Angel Soft Seasonal Scents Limited-edition scented toilet paper variants including Fresh Citrus (spring), Fresh Tropical Oasis (summer), and Fresh Evergreen (fall/winter), available only at select retailers.
Quantifiable outcome
- Mega Rolls are 4X larger than regular rolls, reducing roll change frequency
- +2 more outcomes
Companies that use Angelsoft
Customer profileSegments2 records
Ideal customer profiles2 records
Angelsoft technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Angelsoft partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Georgia-Pacific Consumer Products LPcoreGeorgia-Pacific Consumer Products LP is the parent company and owner of the Angel Soft brand. The company manufactures and distributes Angel Soft toilet paper products alongside other household brands including Brawny, Dixie, Quilted Northern, Sparkle, and Vanity Fair. Angel Soft is part of a broader portfolio of consumer tissue products.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Angelsoft competitors and assessment
Company assessmentEmerging players
- Kirkland Signature (Costco private label): Kirkland Signature bath tissue is Costco's private label offering, a high-volume, value-priced alternative to Angel Soft in the club channel that has steadily gained category share through quality and price.
- Cloud Paper: Cloud Paper is a sustainable DTC and Amazon-native bamboo and recycled toilet paper brand, competing with Angel Soft for environmentally minded households willing to pay a premium for sustainable sourcing.
- Great Value (Walmart private label): Walmart's Great Value toilet paper is the largest private label in the U.S. category, competing with Angel Soft on price in the same mass merchandise channel and applying constant pressure on value-tier pricing.
- Who Gives a Crap: Who Gives a Crap is a DTC and retail brand of 100% recycled or bamboo toilet paper, competing with Angel Soft for environmentally conscious and value-conscious households willing to switch formats.
- Seventh Generation Bath Tissue: Seventh Generation sells 100% recycled bath tissue through natural and mainstream grocery channels, competing with Angel Soft for sustainability-minded consumers who value SFI-equivalent credentials.
Direct peers
- Charmin: Charmin is the leading U.S. toilet paper brand owned by Procter & Gamble, competing head-to-head with Angel Soft in the same grocery and mass channels with comparable 2-ply softness/strength positioning, though at a higher price point.
- Cottonelle: Cottonelle is Kimberly-Clark's flagship toilet paper brand offering 2-ply bath tissue across the same retail channels as Angel Soft, with comparable Mega Roll-style formats and a similar softness/comfort value proposition.
- Scott: Scott is Kimberly-Clark's value-tier toilet paper brand, directly competing with Angel Soft's value positioning across grocery and club channels, often priced at or below Angel Soft on a per-roll basis.
- Quilted Northern: Quilted Northern is a sister brand under the same Georgia-Pacific Consumer Products parent, directly competing with Angel Soft for the same value-and-quality-conscious U.S. households in identical retail channels.
Broad incumbents
- Bounty (paper towels, Georgia-Pacific sister): Bounty is a Georgia-Pacific sister brand in paper towels, sharing the same parent distribution and retail platform as Angel Soft, providing a useful benchmark for cross-category GP brand economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Angelsoft social profiles
Digital presenceAngelsoft compliance and trust
Trust signalCompliance1 record
Angelsoft financial estimates
Financial estimateRevenue estimate
Valuation estimate
Angelsoft leadership team
Management profileNumber of profiles
Profiles6 records
Angelsoft funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Angelsoft M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Angelsoft
What does Angelsoft do?
Angel Soft manufactures and sells 2-ply toilet paper products through major grocery and mass-merchandise retail channels across the United States. The brand portfolio includes standard Mega/Mega XL rolls, the thicker Ultra variant, and scented-tube varieties (Lavender, Linen, Ocean Breeze, Vanilla Blossom, plus limited seasonal scents), all marketed as septic-safe and made from SFI-certified sustainably sourced wood fiber.
Is Angelsoft a public or private company?
Angelsoft is a private company. It is classified as corporate owned and is currently operating.
When was Angelsoft founded?
Angelsoft was founded in 1987. It employs 1 to 10 people.
Where is Angelsoft based?
Angelsoft is headquartered in Atlanta, United States, in the North America region.
How does Angelsoft make money?
Two revenue lines are on record. Retail Sales of Toilet Paper is the primary driver. The others are coupon and Promotion Based Sales.
Who are Angelsoft's main competitors?
Emerging players on record are Kirkland Signature (Costco private label), Cloud Paper, Great Value (Walmart private label), Who Gives a Crap and Seventh Generation Bath Tissue. Direct peers are Charmin, Cottonelle, Scott and Quilted Northern. Bounty (paper towels, Georgia-Pacific sister) is listed as a broad incumbent.
Does Angelsoft have an API?
No public API is recorded for Angelsoft.
What industry is Angelsoft in?
Angelsoft's product category is Household Paper Products. Its primary akta.pro industry code is CRAJAFAA, Toilet Paper, with a secondary code of IMAMAGAA, Consumer Tissue Paper (Facial, Toilet, Paper Towels, Napkins). Its NAICS code is 322291 and its SIC code is 2600.