Many Canadian families have reached for a Kleenex over the decades, and they may reach for one upon learning the company that makes the famous wipes has decided to end that part of its business in this country.

Kimberly-Clark, which makes many other paper product brands, including Cottonelle, Huggies, Poise and Depend, explains the reasoning behind the move.

”We have been operating in a highly constrained supply environment, and despite our best efforts we have been faced with some unique complexities on the Kleenex business,” says Todd Fisher, the company’s Canadian vice-president and general manager.

”This decision is one that will allow us to shift our resources to better focus on other brands in Canada and meet the needs of our consumers with continued innovation and value.”

Observers say Kleenex’s departure creates opportunities for others to fill the void, like Canadian companies that make up about 50% of facial tissue market.

Kleenex, which has about 16% market share, posted a message on its website, (then click on the box at the bottom right) thanking Canadians for their loyalty.