updated 9/17/2008 7:11:27 PM ET 2008-09-17T23:11:27

If two-ply toilet paper is good, then three-ply tissue must be better. At least that's what toilet-paper researchers in northeastern Wisconsin hope.

Yes, there is such a thing as a toilet-paper researcher. And a team of them at Georgia Pacific's Innovation Institute in Neenah has come up with a three-ply version of its Quilted Northern product.

The new product will be launched Monday. The company touts the toilet tissue as "ultra-soft" and says it plans to market the product to women 45 and older who view their bathroom as a "sanctuary for quality time."

Industry analyst Bill Schmitz is skeptical. He said extra layers make toilet paper stronger, not softer, although he said Georgia Pacific may have added extra fibers for softness.

Copyright 2008 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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