Kimberly-Clark Worldwide Inc. produces Viva paper towels in response to consumer demands for a stronger, more cloth-like paper towel for daily use that is still soft enough to prevent skin irritation. Kleenex, a trademark branch of Kimberly-Clark, created a cloth-like material called "Cheesecloth UGG" during World War II for gas mask filters and surgical dressings. The company later used the cloth-like material to produce Viva paper towels.
Viva paper towels are one-ply paper towels that are as thick as their two-ply competitors. Consumers positively review the paper towels for their cloth-like consistency, soft feel and strong durability. The cloth-like consistency of Viva paper towels means that they do not tear easily and work wet or dry for heavy-duty messes. Kleenex urges customers to use the product for tasks such as cleaning cooktop and countertop surfaces after cooking, wiping off food spills from cabinets, cleaning up sticky messes from the kitchen table and using with dish soap to wash greasy dishes.
Parent company Kimberly-Clark was founded as a paper mill in Wisconsin in 1872. As of 2015, the company is based out of Irving, Texas, with 43,000 employees around the world. The company's total assets in 2013 were listed at $18.919 billion.