With a complete portfolio and strategic launches at APAS Show 2025, Bracell Papéis expands its brand presence in new markets and strengthens its position in the Southeast
Bracell Papéis, the only Brazilian tissue paper producer among the world’s top five, is participating for the second consecutive year in the APAS Show 2025, the largest global supermarket trade fair, held from May 12 to 15 at Expo Center Norte in São Paulo. This year, the company highlights the expansion of its Fofura Baby line into the Southeast region, the debut of the Fofura Shortinho pants diaper, and the strengthening of the Supra toilet paper brand, which continues to grow in retail with a premium positioning and exclusive technology. The company’s presence reinforces the diversity of its portfolio, offering complete lines of toilet paper and paper towels for different consumer profiles.
The company’s participation reflects a strategic moment for Bracell Papéis, which has been consolidating its position as one of the main players in Brazil’s tissue sector. With a track record of rapid growth, innovation, and increasing proximity to retail, the company is expanding strategically, supported by strong partnerships with clients and a service level recognized as a benchmark in the sector. According to NielsenIQ, one of the leading global market intelligence firms, Bracell was the tissue manufacturer that gained the most market share by volume in Brazil in 2024, based on year-to-date results.
“Being at APAS once again reinforces our commitment to establishing Bracell Papéis as one of the leading forces in Brazil’s consumer goods sector. We’ve been investing in innovation, production infrastructure, and portfolio expansion to better meet the needs of retailers and consumers. This year, Fofura Baby is expanding into new markets in the Southeast, along with the launch of Fofura Shortinho, marking our entry into the pants diaper category. We’re also continuing to strengthen brands like Supra, which represent our vision of quality and performance in the tissue market,” says Eduardo M. Aron, General Director of Bracell Papéis.
A leader in the open diaper segment in the Northeast, with a 13.7% volume share in the region, Fofura Baby has become one of Bracell Papéis’ main growth drivers. “The expansion of this brand, known for its combination of quality, comfort, and great value, reinforces our aggressive national growth strategy. Our entry into the pants diaper category complements this path, expanding Bracell’s presence in a fast-growing segment that demands increasingly practical and efficient solutions for Brazilian families,” adds Aron.
In the premium segment, Supra toilet paper is establishing itself as one of the company’s top bets. Available in double and triple-ply versions, the product is made with exclusive AirTouch technology, offering superior softness, high absorption, and everyday comfort—thanks to air capsules between the paper layers that create a cushioned and sophisticated texture. “Supra arrived to revolutionize the premium market and is doing just that. We’re proud to already offer this option to consumers who value quality and performance in their daily lives at major retailers in the Southeast and Northeast,” says the executive.
Robust portfolio, modern infrastructure, and immersive experiences at APAS Show 2025
With nationwide operations and a portfolio that serves different consumer profiles, Bracell Papéis is presenting at APAS 2025 brands that are standing out on shelves and aligning with retail demands. In addition to Fofura Baby and Supra, which are leading the company’s institutional strategy this year, Bracell is showcasing brands such as Familiar—the top-selling brand in the Northeast and the one with the largest volume share growth in Brazil in 2024 compared to 2023, according to Nielsen data—Absoluto, a paper towel brand known for its efficiency and durability; and Velud and Comfy, aimed at value-oriented segments and regional markets with high growth potential.
This diversity is supported by a modern, integrated industrial structure. The Lençóis Paulista (SP) unit, inaugurated in 2024 with a R$ 2.5 billion investment, is one of the pillars of the operation. The facility runs on clean energy, is fossil fuel-free, and features the largest rooftop solar panel installation in Latin America. With a capacity of 240,000 tons per year, it operates alongside Bracell’s pulp production and adopts the concept of industrial symbiosis, ensuring greater efficiency, process synergy, and lower environmental impact.
During the event, Bracell Papéis invites visitors to experience the highlights of its portfolio through interactive activations and live demonstrations. At its 170 m² booth, the company presents a 3D activation showcasing its entire product line, a touchless activation focused on Supra toilet paper, a photo opportunity with the Familiar mascot Panducho, and the Bracell Lab, where hands-on tests will demonstrate the products’ quality and performance. The space also includes an area for presenting the company’s full portfolio and features the institutional identity of the RGE Group, connecting innovation, sustainability, and global presence.
“Our portfolio reflects what we believe in as a company: accessible, efficient, and high-quality solutions for all consumer profiles. And all of this is backed by a modern, sustainable, and integrated production operation that allows us to scale quickly and responsibly. APAS is a key showcase for presenting this value proposition in a tangible way, alongside strategic partners and the national retail sector,” says Eduardo M. Aron.
