Jane Howe

Certainly most of the letters were about where can I find it?

And they were coming from older people, definitely the older generation, like 70 plus.

So I think that the older consumer just wanted to stick with what they knew.

So yeah, it was sold in like the smaller chemists.

It was a tiny...

niche brand that was selling to people that wanted it and they were going searching for it.

Did the distribution sort of gradually die out then?

Yeah, sure.

So things like the fact it was still in Sainsbury's, it would have been in Waitrose as well at that time because of the age profile of their shopper.

It became...

a bit of a catch-22 because the fact that sales were declining meant that production was declining.

And then we had issues with being able to stock the product.

So over time, because we bought it in from a third party, so the paper and then the conversion, that's getting smaller and smaller.

So I guess Nicholas's comment about it wasn't really making money because the cost of it would be going up because we were buying less.

I do remember a discussion because I was marketing director at that point.

Could we actually launch it as a moist toilet tissue?

So that was actually something that was on the increase at that point.

But I mean, I think that, again, the name, it was associated with this awful product that nobody really could understand why anybody had used it.

So you just couldn't see how you could modernize to a wet wipe and put that name on it.

For a start, the retailers wouldn't just take it.