Improvements in household towel and toilet paper qualities have been made. The Serla household towel is now softer and more absorbent than before due to raw material and new embossing. White toilet paper has been completely renewed in Finland, Tissue News reports. There is now more fresh fiber in the paper, and the recycled material has been changed to a whiter grade. Brand director Mia Ropponen said: “We wanted to create a new generation Serla to better meet the needs of today’s consumers.” The packaging material has also changed for many Serla products.