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Kleenex to remove ‘Mansize’ from tissue boxes after complaints of sexism

Parent company Kimberly-Clark said it had received ‘a consistent increase of complaints on gender concern’.

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Tissues re-branding

Kleenex is scrapping its “Mansize” tissues branding after consumers complained that it is sexist.

The company said it is changing the name of the tissues to “Kleenex Extra Large” following feedback from customers.

Kleenex For Men first launched in 1956 with the claim that they would “stay strong when wet”.

However consumers have tweeted Kleenex to ask them why its products still use the term “Mansize”, saying “the world is changing” and that “it is 2018”.

A Kimberly-Clark spokeswoman said: “Kleenex Mansize tissues have been on shelves for the past 60 years. The brand has been characterised by a much larger tissue size, which is both soft and durable.

“It was launched at a time when large cotton handkerchiefs were still very popular and Kleenex offered a unique disposable alternative. To this day, it remains one of our most popular products, with over 3.4 million people buying the tissues every year.

“We are always grateful to customers who take time to tell us how our products can be improved, and we carefully consider all suggestions. Thanks to recent feedback we are now rebranding our Mansize tissues to Kleenex Extra Large.

“Consumers may see the new name on our larger boxes in store already.”

The move by Kimberly-Clark comes as Waitrose said it will be changing the name of its Gentleman’s Smoked Chicken Caesar Roll because of consumer complaints that it is sexist.

The roll, from Heston Blumenthal’s range at the supermarket, contains anchovy mayonnaise, similar to Gentleman’s Relish anchovy paste, but the supermarket has issued an apology.

Amy Lame, who was appointed by London  Mayor Sadiq Khan as the capital’s first Night Tsar in 2016, posted an image of the product on Twitter and said: “I never knew sandwiches were gender specific. I’m female but thankfully Waitrose let me purchase this anyway.”

She tagged the organisation Everyday Sexism, which documents instances of sexism experienced on a day-to-day basis.

A Waitrose spokeswoman said: “It’s never our intention to cause offence – we’re not dictating who should eat this sandwich. We hope anyone who tries it will love the distinctive flavours. However, we are planning to change the name of the sandwich soon.”

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