Andrex has promised to donate one million toilet rolls to In Kind Direct, a charity founded by the Prince of Wales, in a bid to tackle the UK’s hygiene poverty.
With an aim of ensuring everyone has access to essential products, In Kind Direct will be distributing the toilet roll donation to families across the UK.
This initiative is the most recent of the partnerships collaborations, stemmed from research that hygiene poverty is now the second greatest concern for Brits after food poverty and one in four (26%) parents have to go without hygiene products due to the cost-of-living crisis.
This data also revealed that two in five parents have sleepless nights wondering if they can provide for their family, while 8.8% would forego toilet roll to ensure their children don’t go without this summer.
READ MORE: Cost of living: UK consumers can expect to spend an extra £2,000 this year
“We are delighted that Andrex has committed to donating another 1 million toilet rolls to In Kind Direct. Now, more than ever, we need brands to provide support for people who are struggling, as the cost-of-living crisis continues,” In Kind Direct CEO, Rosanne Gray said.
“Andrex’s donation will help so many families across the UK and we look forward to continuing this partnership into the future so we can support even more people together.”
Kimberly-Clark vice president and managing director UK&I, Dan Howell added: “We’re proud to maintain our partnership with In Kind Direct and be able to donate our product to such a great cause, alongside raising awareness of how having to sacrifice basic hygiene essentials like toilet roll is impacting self-esteem – both across our country, and wider.”
“We want to be a positive force for change, and this is just the latest initiative we’ve committed to in order to help others.”
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