Toronto’s Associated Brands has bought the venerable J Cloth brand from Johnson & Johnson Canada.

No financial terms were disclosed.

John Foster, Associated’s chief operating officer, says the company is planning to reinforce its market position by emphasizing J Cloth’s longevity and environment-friendly attributes.

Foster notes J Cloth is made from rayon fibre, derived from renewable forest resources, and can be washed and reused repeatedly, unlike single-use paper towels.

This, he continues, provides an appeal that will be very much to Associated’s advantage.

Advertising and marketing plans for J Cloth are under review, and no budget has been set for the product’s new consumer push.

Johnson & Johnson invented J Cloth in Canada in 1963, and today it is the dominant product in its category.

Associated Brands’ agency is BWS Advertising in Toronto.