Sofidel America unveils Nicky Elite brand with new mascot

Sofidel, a prominent global supplier of hygienic and household paper, has unveiled its renowned European brand, Nicky, to U.S. consumers. Marking a significant milestone, Nicky Elite becomes the inaugural household paper product line manufactured in the United States with a focus on sustainable paper packaging.


Fabio Vitali, VP of Marketing at Sofidel America, elaborated, “Nicky Elite holds the distinction of being the first U.S.-made household paper brand that embraces renewable, recyclable, and biodegradable paper packaging. This innovative approach empowers consumers to easily recycle the packaging through local curbside recycling programs. It’s a testament to our unwavering commitment to crafting sustainable paper products and curbing the use of single-use plastics.”


The captivating mascot of Nicky Elite, Shelly the turtle, acts as a poignant symbol reminding consumers about the significance of minimizing plastic waste to safeguard marine wildlife. Shelly graces the packaging and serves as a focal point for promoting the brand via social media and in retail outlets throughout the United States.


Sofidel has earned a coveted spot in the top 1% of companies according to Ecovadis’ sustainability evaluation within the tissue industry. Additionally, it clinched the number one position in the Household Products category for its remarkably low ESG (Environmental, Social, Governance) risk, as recognized by Morningstar Sustainalytics.


Giorgia Giove, Marketing Manager at Sofidel, attested to the impressive quality of Nicky Elite products, affirming their softness, absorbency, and optimal comfort. The company’s dedication to sustainability shines through its mission and products. The engaging Shelly the Turtle campaign on social media platforms offers a deeper understanding of Sofidel’s commitment to marine wildlife and habitats, all while delivering an uncompromisingly premium product experience.

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