Serla toilet paper

Serla is a well-known Nordic brand specializing in paper products, easily recognizable by its squirrel mascot. The brand originated in Finland and has been a staple in Finnish and Swedish households for decades. Its product line primarily includes toilet paper, kitchen towels, and tissues, often marketed with a focus on sustainability and durability.

The brand is owned by Metsä Tissue, which is part of the larger Metsä Group, a Finnish forest industry cooperative. Most Serla products sold in Finland are manufactured locally at the Mänttä mill, while products for the Swedish market are typically produced at the Mariestad mill. This local production strategy helps reduce the carbon footprint associated with transporting bulky paper goods.

As of 2026, Serla remains under the ownership of Metsä Group, maintaining its status as a leading environmentally-conscious choice in the hygiene sector. The brand continues to emphasize its Nordic roots and the use of sustainable wood fibers from responsibly managed forests.