Who Gives A Crap launches in Waitrose

Eco-friendly toilet paper brand Who Gives A Crap has announced it is now available in 240 Waitrose stores, marking its national debut in a UK supermarket.

The toilet paper company is working with the supermarket to support its brand mission of reducing the deforestation caused by the production of virgin toilet paper. Who Gives A Crap reported last year that up to one million trees per day are deforested for toilet paper.

On the basis on the sale of five million toilet rolls, the company expects that its roll out in Waitrose could preserve over 133,000 sq ms of forest in the first 18 months if customers switched from their regular toilet paper to a more environmentally friendly alternative, made from either 100% bamboo, or 100% recycled materials.

Who Gives A Crap’s toilet paper products are made from recycled paper and bamboo, the latter known for its capacity to grow quickly.

Emily Kraftman, managing director for UK & Europe at Who Gives a Crap, said: "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."

Rachel Aldridge, Waitrose buyer, 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."

Launched in 2012, Who Gives A Crap prides itself in its sustainable ethos and purpose-led work. Half of all its profits are donated to support clean water and sanitation services in developing countries, which has resulted in over £6 million being donated to charity partners to date.