NEENAH - Looking at this roll of toilet paper, you might notice something's missing. This is tubeless toilet paper and it was invented in our own backyard.
It's not exactly reinventing the wheel, but close. This Scott Naturals toilet paper is missing a well-known element, the cardboard tube you either throw out or use to make crafts.
"it's been in the works a couple years now. We initially launched out east in three states as a test market," explained Matt Kosloske, Kimberly-Clark brand representative for Scott Naturals.
The tubeless toilet paper was developed at Kimberly-Clark in Neenah for Scott and it's now rolling out across the country.
It's the same as regular toilet paper with a tube, you can still use the same toilet paper spindle to hold it.
Kosloske told FOX 11 the product makes heeding the call of nature more, well, natural.
"It's all about taking a small step that can have a huge impact on the environment," he said.
The goal is to keep cardboard tubes from piling up in landfills.
"We in America throw away 17 billion tubes from our toilet paper rolls a year, which is enough to fill the Empire State Building," Kosloske explained.
So how does this affect the price per roll for the company and consumers? Kosloske told us it doesn't.
"It's, you know, about the same. So, again, you know, we're not passing any costs along to the consumer. It's the same price," he explained.
Kosloske said this is a good move for the environment and the company. He said products like this are in demand, saying it's, "that one small step that consumers can start taking. We've have really good response with them."
In Wisconsin the tubeless toilet paper is sold at Walmart.