Eczacıbaşı Consumer Products Rebrands as Part of Globalization and Sustainability Strategy
Foreks - The brand 'Eczacıbaşı Tüketim Ürünleri', which has been committed to accompanying every moment of life for 55 years with pioneering and innovative products for a clean and healthy life, has undergone a name change as part of its globalization and sustainability strategy. As of January 6, 2025, the company will continue under the name 'Sanipak'. Sanipak is formed by combining the English word 'sanitary', which relates to hygiene and health, with the Turkish word 'pak', meaning clean.
“The story of Sanipak began 55 years ago.” Eczacıbaşı Holding Chairman Bülent Eczacıbaşı shared his thoughts on the name change, stating, "Eczacıbaşı Tüketim Ürünleri started its journey 55 years ago for a clean and healthy life. It produced Turkey's first branded cleaning paper with Selpak. Over the years, it created a rich brand and product portfolio by both creating new categories in personal hygiene and developing the existing ones. We transformed the name of our company, which has such a strong and innovative portfolio, into Sanipak, a name that supports our internationalization journey and has a more global appeal. With this decision, which also reflects our holistic perspective on the changing and evolving sustainability agenda, we removed the word 'consumption' from our company's name."
“We strive to be the leading tissue company in the region.” Sanipak CEO Bülent Kozlu emphasized that they are the leading company in Turkey for tissue products, saying, "With our brands such as Selpak, Solo, Uni Baby, Selin, and Okey, which are the first names that come to mind when it comes to personal hygiene, we accompany every moment of life in 8 out of 10 households. While continuing our sustainable growth in the Turkish market, we are making brand investments in different geographies as part of our internationalization strategy. As of January 6, 2025, we will continue our journey with our new name, Sanipak. We will continue to combine product innovation with sustainability and create value through our production and employment in modern factories in Turkey and Morocco. Anticipating the needs of our customers who use our products and adding value to their lives will remain our priority."
Journey from Turkey's first tissue company to leader in personal hygiene Sanipak's journey began in 1969 with the establishment of İpek Kağıt and the launch of Turkey's first branded tissue factory. The company produced its first tissue products in 1970 and created and expanded the category with its Selpak and Solo brands in 1971 and 1978, respectively. Being the first in many aspects, Sanipak today stands as the leading company in the branded tissue category. Sanipak solidified its leadership by increasing its market share in Turkey from 22% to 27% over the past two years. It is the market leader with Selin lemon cologne and Okey sexual health products, and is among the top two companies in its categories with brands like Uni Baby, Detan, and Defans.
Sanipak exports to over 60 countries and holds the leading position in Turkey's tissue paper exports with a 40% share. The company ranks among the top three players in Iraq, Georgia, and Azerbaijan. After starting with exports, the company expanded its investments in Morocco by acquiring market leader Jeesr. Sanipak also exports to European countries such as Denmark, the UK, Poland, Greece, and Romania, aiming to increase the share of foreign sales, which currently constitutes one-third of its turnover, to 50% through the strength of its Moroccan investments.
Sanipak promises a clean and healthy life for the future Sanipak is working under the umbrella of 'Our Promise to Tomorrow' with concrete goals for environmental, social, and economic sustainability. Utilizing cellulose sourced from industrial forests in all its tissue products, Sanipak supports the responsible use of natural resources. All packaging in its tissue product range is recyclable, and Sanipak recycles 96% of its waste.
The company has implemented processes like wastewater recovery to ensure the effective use of water, aiming to reduce water intensity by 47% by 2028. While reducing energy consumption by 5% in the past year through energy efficiency projects, it provides all the electricity used in its factories in Turkey from renewable sources.
The company has initiated projects to raise awareness about personal hygiene, empower women, and promote environmental consciousness, including the recent "Zero Waste Blue" training project for tourism sector employees in collaboration with the Ministry of Environment, Urbanization and Climate Change of Turkey.