Procter & Gamble

Procter & Gamble

Creating next-level Bounty paper towel absorbency


For more than 40 years, Bounty has been America’s top-selling paper towel. Bounty combines strength and absorbency to help parents tackle the toughest messes around the home.


Procter & Gamble asked Innovia to identify ways to take Bounty's performance to the next level. It was critical that new ideas used existing paper-making and converting assets, while breaking the current paradigm of a trade-off between absorbency and strength.


Our ideas for multi-scale absorbent structures inspired the new generation Bounty, patented and launched in 2014. Bounty's place is secure at the heart of the home.