Asda is rolling out products from sustainable household paper brand, The Good Roll, as it launches in the UK for the first time.

The exclusive deal will see six SKUs landing in over 300 of the supermarket giant’s stores on 10 July for a six month period, priced between £3.50 and £6.

The Amsterdam-based business produces paper products such as toilet roll and kitchen towel made from 100% bamboo, which contains twice as many sheets as a standard roll and is free from chemicals and fragrances.

All of the brand’s packaging is also completely plastic-free.

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The Good Roll donates 50% of profit through its foundation to build and maintain toilets in places where a clean and safe one is not a given.

Asda buying manager for household paper, Sarah Yorke, said: “We love everything about The Good Roll’s ethos.

“Not only the positive impact they have in less developed communities, but also the fact that their products are produced using sustainable materials, are fully recyclable and made in Europe so they don’t need to be shipped from the other side of the world.”

The launch into Asda comes on the back of a successful win at its Merchant’s Den programme, which looks to support businesses in introducing new products, driving market share and having an impactful launch plan.

The retailer’s next programme runs on a quarterly basis, with products nominated via the trading teams.