Who Gives A Crap is making its exclusive national debut in 240 Waitrose stores across the UK from today.
The eco-friendly toilet paper brand is working with the upmarket retailer to support its mission of reducing the deforestation of over 1 million trees per day, which is caused by the production of virgin toilet paper.
The new listing broadens accessibility to the brand’s sustainable product range, with the hope that more consumers will transition away from materials that contribute towards deforestation.
With a total of four different products available, the new label is celebrating its Waitrose launch with an introductory offer – where shoppers can access a discount of £1 off Who Gives A Crap’s ‘Premium 100% Bamboo 4-Pack Toilet Roll’ until 6 June.
It comes amid ongoing toilet roll shortages, as the tissue industry is unprepared for new EU rules which look to ban products linked to deforestation.
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The brand continues to donate 50% of profits to help support clean water and sanitation services in developing countries, which has resulted in over £6 million being donated to charity partners to date.
“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,” managing director for UK & Europe at Who Gives A Crap, Emily Kraftman 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.”
She added: “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 commented: “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.”
