George Costanza of "Seinfeld" once famously declared that there was no room for innovation in the realm of toilet paper. Lucky for us he was wrong.
A team of researchers in Wisconsin has developed a three-ply toilet tissue, increasing by 50 percent the highest number previously achieved.
Georgia Pacific's Innovation Institute will unveil the great leap forward on Monday as the latest addition to the Quilted Northern line of products.
The new triple-ply tissue is said to be "ultra-soft" and will be marketed to women 45 and older who view their bathroom as a "sanctuary for quality time."
Industry analyst Bill Schmitz is skeptical. He says extra layers make toilet paper stronger, not softer, although he says Georgia Pacific may have added extra fibers for softness.
Published at 11:41 PM EDT on Jul 16, 2009 | Updated at 4:35 PM EDT on Sep 17, 2008
Copyright Associated Press / NBC New York