Although just introduced to the Dutch market in October 2009, SCA’s Plenty Active Wipes have already been chosen as Product of the Year 2010 (Product van het Jaar) in the category “detergents”.10,000 consumers in the Netherlands got the opportunity to rate different products in a survey conducted by Dedicated Research, based on criteria such as innovativeness, attractiveness, usability and quality. Plenty Active Wipe, world’s first household tissue with built-in cleaner, was especially noted as “being effective”, which resulted in high scores on innovation and attractiveness. A second very important product attribute is the satisfaction factor, where Plenty Active Wipe also received high scores.As a winner in its category the product has the permission to be labelled with the ”Product of the Year” logo during 2010.Zewa Aktiv-Wisch-Tuch is a SCA product for the German market working after the same principle.