At INDEX Jacob Holm launched SoftFlush Fast, its latest brand of dispersible substrate material for the flushable wipes market. SoftFlush Fast, which is made using proprietary technology on Jacob-Holm’s latest U.S.-based line in Candler, NC, offers the same dispersibility as premium toilet paper and the strength of a wet wipe. “SoftFlush Fast has really pushed the frontiers of what this new line can do and sets a new standard in flushability that to my knowledge has never before been met,” says CEO Martin Mikkelsen.

Also, at INDEX Jacob Holm was for the first time showcasing its new corporate identity offering a daring new corporate identity to signify the completion of two major growth steps and further strengthen the position of its strong brand portfolio including Sontara, SoftFlush, Softlite and Softesse. With its new branding, the company is launching a new tag line “Magic meets Fabric.”

Between 2014 and today, Jaocb Holm has successfully completed two major growth steps—the construction of its dispersible proprietary technology in North Carolina and the integration of the acquired division of DuPont – Sontara.