ROYALE unleashes newest family member & charitable partnership with new Tiger Towels

- Tidy up the jungle inside any home with ROYALE's new multipurpose towel - it has tiger strength and heart -

DIEPPE, NB, Oct. 16, 2013 /CNW/ - The newest member of the ROYALE feline family has come roaring into the Canadian market with the launch of Tiger Towels, a soft, strong and thirsty multipurpose paper towel. Now prowling the shelves of retailers across the country, the launch also marks the start of a new partnership between ROYALE and PANTHERA, the world's leading wild cat conservation organization, which works in partnership with Save the Tiger Fund to conserve the world's remaining 3,200 wild tigers.

"We are extremely proud to announce our new partnership with PANTHERA through Save the Tiger Fund, which lets us directly contribute to the preservation of tigers and their habitats worldwide," said Gary MacIntosh, director of marketing, ROYALE Canada.  "During our research as we developed the Tiger Towel concept, we were shocked to learn that tigers are now an endangered species. Given the majestic beauty of our new brand ambassador, we felt a responsibility to ensure future generations will grow up in a world with tigers. We hope this partnership helps raise awareness and interest for tiger conservation among Canadians."

As a proud partner, ROYALE will donate $40,000 to the fund as well as provide ongoing support to raise awareness and increase fundraising efforts throughout 2014, including, online and social media support, retail point of sale material and community events.

"Right now, there are fewer than 3,200 tigers remaining in the wild. One of the world's most iconic species is near extinction because of rampant poaching for the illegal wildlife market," said Andrea Heydlauff, vice president, PANTHERA. "Panthera and our partners are working tirelessly in the field to stop tiger poaching, and protect their prey and habitats across Asia, so these animals can live in the wild forever.  Tiger conservation is a global issue and what tigers need to survive is for the world to care. This is why we are delighted to have ROYALE on board to help raise awareness and support of our programs in Canada and beyond to ensure a future for wild tigers."

ROYALE Tiger Towels are available now at retailers across Canada starting at $7.99. Using the latest in Thru-Air Dried (TAD) technology ROYALE Tiger Towels deliver a soft, strong and more absorbent paper towel. Dye and fragrance-free, Tiger Towels were launched in handy half sheets to accommodate both small and large clean-ups and come with an absorbency guarantee so Canadians can be confident they will do the job every time.

For 50 years, ROYALE has been a fixture in Canadian bathrooms. Today, the tradition continues throughout the entire home as ROYALE is Canada's only consumer household paper brand that markets a full line of products, including bathroom tissue, facial tissue, paper towels, and napkins. The entire ROYALE family of products is made by Irving Tissue, a proudly Canadian company committed to producing quality tissue products through responsible forest management. Learn more at

About Panthera
Panthera, founded in 2006, is the world's leading organization devoted exclusively to the conservation of wild cats and their ecosystems. Utilizing the expertise of the world's premier cat biologists, Panthera develops and implements global conservation strategies for the largest, most imperiled cats - tigers, lions, jaguars and snow leopards. Representing the most comprehensive effort of its kind, Panthera works in partnership with local and international NGOs, scientific institutions, local communities and governments. Learn more at

About Save the Tiger Fund
Established by the National Fish and Wildlife Foundation in 1995, Save the Tiger Fund (STF) sponsors effective efforts to stop the killing of wild tigers and enable wild tigers to recover and flourish. With an emphasis on engaging local people as partners, STF has invested in more than 300 projects in 13 tiger-range countries to reduce and eliminate threats to wild tigers and create favorable conditions for their conservation. Learn more at


For further information:

Sheri Papps / Jillian Turgeon
Paradigm Public Relations

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