News

Mar 16, 2023

‘Who Gives A Crap’ Toilet Paper Secures First Supermarket Listing

Who Gives A Crap, an eco-friendly toilet paper brand, has made its debut in a UK

Who Gives A Crap, an eco-friendly toilet paper brand, has made its debut in a UK supermarket with a listing in Waitrose.

With a total of four different product SKUs available, Who Gives A Crap is marking its Waitrose launch with an introductory offer. Until 6 June, shoppers can access a discount of £1 off its Bamboo 4-Pack Toilet Roll. The brand's products will also feature on a gondola end from 7 June.

Who Gives A Crap is working with Waitrose to support its brand mission of reducing the deforestation of over 1 million trees per day, which is caused by the production of virgin toilet paper. It is expected that the rollout in the supermarket will preserve over 133,000 sq.m. of forest in the first 18 months by customers switching their regular toilet paper to a more environmentally friendly alternative – made from either bamboo or recycled materials.

Who Gives A Crap donates 50% of all its profits to help support clean water and sanitation services in developing countries, which has resulted in over £6m being donated to charity partners to date.

Emily Kraftman, Managing Director for UK & Europe at Who Gives A Crap, commented: "Waitrose is one of the leading British supermarkets and reflects all of our values at Who Gives A Crap, so we couldn't be prouder to be making the retailer our first supermarket home in the UK. To reduce the impacts of deforestation on our planet, we need to make rapid, collective change, and increasing accessibility to brands that provide an eco-friendly alternative to regular household products is a required step in the right direction.

"We know our customers have been looking for more ways to get their hands on Who Gives A Crap products and hope this new venture will give our loyal fans what they’ve been looking for, while introducing new shoppers to our product range. Here's to the next chapter."

Waitrose buyer Rachel Aldridge said: "As a business, we’re fully committed to doing everything we can to help the environment, so we’re excited to be working with Who Gives A Crap to be able to offer our customers more eco-friendly products within our range."