Serla tissue paper

Overview

Serla is a Nordic consumer tissue-paper brand sold primarily as toilet paper, kitchen towels and facial tissues and marketed under Metsä Tissue. Serla is positioned as a locally produced, sustainability-focused tissue brand within Metsä Group's consumer tissue portfolio. (metsagroup.com)

Manufacturing and production

Serla products are manufactured close to their Nordic and European markets: key production for Serla takes place at Metsä Tissue's Mänttä mill in Finland and at Swedish mills (e.g., Mariestad/Katrinefors), and Serla is produced within Metsä Tissue's broader network of mills across Europe (including facilities in Germany, Poland and Slovakia). Production location choices reflect Metsä Tissue's strategy to produce close to raw-material sources and end markets. (metsagroup.com)

Brand origin and ownership

The Serla name traces back to the Serlachius paper operations in Mänttä (historic G. A. Serlachius mills); the tissue business later became part of Metsä-Serla and was subsequently reorganized under Metsä Tissue. Today Serla is owned and marketed by Metsä Tissue, the tissue papers business unit within Metsä Group (Metsäliitto Cooperative). (metsagroup.com)

Sustainability and certifications

Serla products are marketed with an emphasis on recycled and responsibly sourced fibre and carry recognised eco-labels in Nordic markets (for example the Nordic Swan on qualifying products); Metsä Tissue highlights Swan/eco-label, FSC/PEFC chain-of-custody and other environmental management certifications across its mills. (metsagroup.com)

This summary reflects Metsä Tissue's public brand and mill disclosures and historical accounts of the Serlachius/Metsä-Serla lineage.