Irving began producing private label tissue products and the Majesta brand was launched in Canada.

Irving acquired a tissue production and converting plant in Toronto from Procter & Gamble.

This acquisition saw Irving Tissue receive the right to market the Royale brand in Canada.

[2] In 2004, Irving Personal Care opened a New Brunswick plant to produce private label baby diapers and training pants for major North American retailers.

[2] In 2010, major investments in buildings and a new through air dried paper machine at the Irving Tissue site in Fort Edward increased capacity and improved product quality.