Waitrose has partnered with eco-friendly toilet paper brand Who Gives A Crap to launch its first collaboratively-branded Bag for Life.

The collaboration comes after Waitrose became the first UK retailer to bring the brand, previously sold direct-to-consumer, to supermarket shelves. The bag combines the supermarket’s sustainability credentials with Who Gives A Crap’s mission-driven business model, which sees it donate 50% of its profits to water, sanitation and hygiene (WASH) causes.

Available exclusively at Waitrose stores from 21 April, the Bag for Life will retail for £6, with £1 from every sale donated to provide clean water and sanitation access worldwide. 

Each Bag for Life is made from plastic bottles that are shredded and converted into RPET yarn, then woven into reusable bags. The system looks to offer a more sustainable option for customers looking to reduce their use of single-use plastic. 

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The collaboration follows 2024 YouGov data which showed that a fifth of Brits (21%) are willing to invest more in products that favour sustainability, while 22% adopt a more casual approach to eco-consciousness, supporting sustainability when convenient and when it aligns with their lifestyle. 

Waitrose non-foods buyer Tim Shaw said: “We are thrilled to introduce our first-ever FMCG branded Bag for Life in partnership with Who Gives A Crap. Our customers care deeply about sustainability and charitable giving, and this bag offers an opportunity to make a meaningful difference while shopping.

“It stands out from the rest of our range with its bold, peachy design that injects fun into doing good.”

Who Gives A Crap head of impact Robin Cho added: “Access to clean water and sanitation is a fundamental human right, yet billions still go without. At Who Gives A Crap, we believe that everyday purchases can create extraordinary change.

“By picking up this Bag for Life, shoppers are not only making a sustainable choice but also helping provide people with clean water and safe toilets. This partnership with Waitrose is a fantastic way to bring people together in support of a healthier, more equitable world.”