Why Your Grocery Store's Toilet Paper Choices May Be About To Change

Your favorite store's toilet paper aisle may soon look different in terms of availability and appearance. Royal Paper, a major supplier of toilet paper for retailers like Trader Joe's and brands like Kroger, has declared bankruptcy and is selling off its business assets. The upcoming business shakeup may have a big impact on what options appear on store shelves. 

In April 2025, Royal Paper filed for Chapter 11 bankruptcy in an effort to restructure the company and sell off assets to pay liabilities. One of the country's largest tissue paper companies, Sofidel, has proposed purchasing certain assets of Royal Paper, a subsidiary of Royal Interco, LLC. The proposed deal includes four manufacturing plants within the United States, including a paper mill in Gila Bend, Arizona, and three additional facilities in Arizona and South Carolina. The agreement, known as a Stalking Horse Asset Purchase Agreement (APA), allows Sofidel to show interest in the assets while permitting bids from other entities. 

For more than three decades, Royal Paper has been supplying paper goods, including paper towels and toilet paper, as private label products and under its own brand names to retailers across the United States. When you pick up a package of store-brand toilet tissue in one of the manufacturer's recipient stores, you might unknowingly hold a Royal Paper product, even if it's sold under the name of Kroger or Trader Joe's. Its own brands include Earth First, SuperSoft, and EcoFirst. Depending on how the company's operations shift, consumers might see fewer of these options among their store favorites, as well as changes in the brands' appearance and cost. This may affect shoppers' wallets, as they seek to save money on toilet paper by opting for store brands.

The Sofidel acquisition deal is still unfolding, and a judge must approve the APA offer. This new move is a chance for Sofidel to expand its U.S. presence even more on the heels of a recent purchase of a Minnesota paper factory and ramping up operations at its bustling Ohio plant. The company has been increasing its reach into the private label market, with this potential acquisition likely a key part of future growth plans. Sofidel is known for its sustainable manufacturing, with conscious efforts to limit its carbon footprint by positioning distribution centers near its customers. Information on the private label products from Sofidel is unavailable; however, the company has several brands sold across Europe.

If and when the deal finalizes, the move could mean more eco-friendly products available on store shelves. At the same time, some consumers are stocking up on household necessities like toilet paper in anticipation of the looming U.S. tariffs. The disruption stemming from a major company restructuring its operations could further impact product availability and consistency, making some rethink which toilet paper brands they buy.