The merchant group has decided to revert back to its original recycled paper-manufacturing partner after a short period with Arjowiggins as Burgo offers a "better quality product and choice of solutions", PaperlinX said.

The group's 9 Lives and Greencoat brands will be discontinued when the Italian coated paper producer resumes production of Revive, which was used to produce Sky's winter 2010 brochure, at its Avezzano and Sora mills in July.

PaperlinX is also removing the 75% FSC-accredited offering from the line, promoting the 100% option as it further commits to environmentally-friendly practices. The 50% FSC Revive paper will still be available and is fully carbon-balanced, with PaperlinX protecting 678 ha of endangered Ecuadorian rainforest to balance 40,700 tonnes of CO² to date.

The company is narrowing its focus in the recycled market as it is becoming smaller, PaperlinX claimed.

PaperlinX marketing director Philippa Charlton said: "It made sense to just continue with Revive as it is the best known, rather than having three iterations of the same thing.

"Designers were becoming confused with which brand belonged to which mill and we wanted to offer a simplified recycled paper with environmental credentials. Customers who use carbon-balanced printers can now have the full eco-friendly package with our paper range."

Further committing to simplicity, the company has launched its latest Fabriano range in four distinct categories – whites, metallics, colours and translucents – available from 90 to 480gsm.

The line was launched across the UK and Ireland last week and is accompanied by direct marketing and social media campaigns targeting printers, designers, architects and brand owners across Great Britain.

Papers come with optional sapphire treatment for digital applications and are held on special reserve, ensuring optimum availability.

PaperlinX is marketing the product with a simple "supermarket-own brand" approach.

"We carried out research with our customers and they came back with ‘we want life to be simple’ so we produced a focused product that could bring designs to life," said Charlton.

Revive and Fabriano will be available from all three PaperlinX companies – Robert Horne Group, Howard Smith Paper Group and PaperCo. PaperlinX recently sold its Italian business, Polyedra, to Lecta, which released around €13m (£10.8m) in net proceeds, as part of a restructuring programme to save AUD61m (£40.9m) by 2014.