The article specifically mentions that Irving will profit from this change.

The second, he explained, is that although the company’s market share is nothing to sneeze at, Kleenex is currently not the No. 1 facial tissue in Canada. Kimberly-Clark currently holds 16.2 per cent of market share in branded facial tissue in the country, behind Kruger Products Inc., which owns the Scotties brand, with 35.5 per cent. And it has just a paper-thin lead over Canadian company Irving, owner of the Royale brand, with 15.9 per cent.

The brand’s exit, he said, “will leave a large vacuum” into which Kruger Products and Irving “will eagerly step,”