Who Gives A Crap, the eco-friendly toilet paper brand, has announced it is now available in 240 Waitrose stores and waitrose.com, marking its national debut in a UK supermarket.
With a total of four different product SKUs available across stores up and down the UK, including the York, Southampton and Canary Wharf branches, Who Gives A Crap is celebrating its Waitrose launch with an introductory offer. From today until 6th June, shoppers can access a discount of £1 off Who Gives A Crap’s ‘Premium 100% Bamboo 4-Pack Toilet Roll’.
Who Gives A Crap is working with Waitrose to support its brand mission of reducing the deforestation of over 1 million trees per day, which is caused by the production of virgin toilet paper.
It is expected the roll out in the supermarket will preserve over 133,000 m2** of forest in the first 18 months, just by customers switching their regular toilet paper to a more environmentally friendly alternative – made from either 100% bamboo, or 100% recycled materials.
Who Gives A Crap takes pride in not being your typical toilet paper brand. 50% of all profits are donated 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. Since launching in 2012, the brand has amassed a cult following, with fans praising its sustainable ethos, stylish aesthetic and purpose-led work.
Emily Kraftman, Managing Director for UK & Europe at Who Gives A Crap, commented: “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. 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. Here’s to the next chapter.”
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.”
In line with the launch, products will also feature on a gondola end in 232 of the 240 stores, from 7th June. To shop the Who Gives A Crap range on Waitrose, visit here.
