For a Summer Spotlight special, Product of the Year sat down with Elysha Hamer, Marketing and Communications Executive at Navigator Tissue UK, to hear how cleaning champ, Flash Kitchen Roll, came to be—and the secret to winning shoppers’ trust.
Tell us about your product and why it resonates with the consumer.
In 2024, Navigator Tissue UK launched a completely new product under the iconic Flash brand, bringing its trusted cleaning power into the kitchen roll category.
Flash needs no introduction as a cleaning brand, which made its extension into kitchen roll a natural next step. It’s quite literally the “wipe” in Flash’s famous “Spray. Wipe. Done.” tagline — making it the only brand that now offers a complete cleaning regime. Since trigger sprays are often paired with paper towels for tackling everyday messes, Flash Kitchen Roll completes the duo, delivering the perfect ‘team’ for the ultimate clean.
We’re confident the product has added real value to what’s been a relatively stagnant category, drawing new shoppers back in through genuine innovation.
Where did the idea for the product come from? How does that process work at Navigator (from ideation to creation)?
Our licensing collaboration with Procter & Gamble marked an exciting step in our ambitious licensing strategy. Integrating third-party licensed brands into our business model allows us to strengthen internal capabilities and sharpen our focus on the shopper’s needs across the entire category – meaning we can create products like this one.
Leading me to the making of… The idea for Flash Kitchen Roll started with a shopper-first approach. We set out to identify which brand would be most impactful in this category, then rigorously tested concepts to see what resonated most with consumers. Their feedback was critical to shaping a product that met both their expectations and preferences.
What trends will you be tapping into this year?
We’ve seen growing demand for fragranced tissue products, as consumers increasingly seek out more sensory and luxurious experiences. To meet this need, we’re excited to be developing new innovations in the kitchen roll category—so stay tuned!
Do you have any new products or ranges you can tell us about?
Yes! We’re proud to be working with the men’s suicide prevention charity Andy’s Man Club, which is committed to ending the stigma around men’s mental health through open conversation and free peer-to-peer support groups across the UK and online.
As part of their #ITSOKAYTOTALK campaign, we’ll be launching a new range of facial tissues. We hope this initiative will bring a small measure of comfort to those sharing their experiences.
How do you feel about winning Product of the Year, and what impact do you anticipate it will have?
We were absolutely thrilled to win Product of the Year for Navigator and Flash Kitchen Roll. For us, it’s a meaningful endorsement from shoppers—proof that they genuinely love the product. That recognition builds trust, sets us apart on shelves, and helps us reach even more consumers who may not have discovered us yet.
Describe your winning product in three words.
Tough On Messes.
Source: Product of the Year
Product of the Year Spotlight on… Flash added by newsroom on
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