A Hong Kong-based entrepreneur is rolling out a novel product in the flushable wipes/moist toilet tissue category—flushable wet wipes on a roll. WipeMeWorld moist toilet paper can be dispensed and flushed the same way as traditional toilet paper.

WipeMeWorld flushable moist toilet paper, which is expected to launch this year, is packaged in an air tight, water resistant package that can be opened and resealed to remove the wipe during bathroom time. The roll-shaped package sits upon a standard toilet paper holder, offering the user improved hygiene over dry paper and easier handling than current flushable wipes.

Founder Ronen Cojocaru thought of the concept of moist toilet paper on a roll in 2012 when he began using traditional wet wipes on his two children, and then began consuming them for his own usage. “I found that wet wipes provide just what I needed in order to increase my hygiene,” he says.

After looking for a better solution to traditional wet wipes, which require the use of special containers in the bathroom, Cojocaru put forth major research efforts to study the market and figure out how to move forward with his idea of moist toilet paper on a roll. “Since then we developed 10 concepts and designs, and nine solution models, until we came to the last format which was sufficient and stable enough to start a production line,” he explains. During this time, WipeMeWorld involved more industry experts and applied for patents to build necessary partnerships with leading suppliers in the market.

With moist toilet tissue on a roll like dry toilet paper, Cojocaru says there is no change in a consumer’s behavior. “No one wants to change how they consume toilet paper, and no one wants to deploy any bulk solution in their bathroom,” he points out. “WipeMeWorld fits onto any toilet paper holder, is flushable, is fully recyclable, increases consumer hygiene, reduces the amount of paper usage and is very simple to use.”

Cojocaru is hoping to take advantage of growth in the moist toilet tissue category. “All of our suppliers in this industry show double digit growth in their production which means the market is growing and the there is a demand for flushable wet wipes. I strongly believe as time goes by more and more solutions, applications and ideas will come to grow this market even more. I am very happy we are the pioneers of moist toilet paper [on a roll], which gives us the exposure and coverage to position and influence this market.”

Next up for Cojocaru and WipeMeWorld is expansion into the healthcare and household categories. The company is in the process of launching Sanitize Flushable Wet Wipes for hospital rooms, surgery rooms, dental offices and more, offering an alternative to traditional sanitization solutions for medical facilities. Like WipeMeWorld’s moist toilet tissue, Sanitize Flushable Wet Wipes are also on a roll, but are larger—fitting onto a paper towel holder. Cojocaru incorporated flushability features to these bigger wipes as an add-on so users can simply flush them in the toilet with no harm to pipes.

WipeMeWorld’s home wipes for the kitchen and household cleaning will offer a similar solution to the Sanitize Flushable Wet Wipes and can also fit onto any traditional paper towel holder with no special installation required.
Both of the larger wet wipe products are expected to launch later this year.