Waitrose has partnered with eco-friendly toilet paper brand Who Gives A Crap to launch its first ever FMCG brand collaboration, with a Bag for Life that delivers impact, reinforcing both brands’ commitment to sustainability. Available exclusively at Waitrose stores from April 21st, the Bag for Life will retail for £6, with £1 from every sale donated to provide clean water and sanitation access worldwide.
This collaboration comes after Waitrose became the first UK retailer to bring the brand to shelves and marks a significant milestone as Waitrose’s first-ever FMCG branded bag, combining the supermarket’s dedication to sustainability with Who Gives A Crap’s mission-driven business model that donates 50% of its profits to WASH causes. The bag will be available next to Who Gives A Crap products, with vibrant POS and in-store messaging to bring the collaboration to life for customers in store.
2024 YouGov data that delved into Brits’ attitudes towards sustainability found more than half (58%) of consumers say they plan on utilising reusable bags, containers and water bottles in the next 12 months. Furthermore, a fifth of Brits (21%) are willing to invest more in products that favour sustainability and 22% adopt a more casual approach to eco-consciousness, supporting sustainability when convenient and when it aligns with their lifestyle, amplifying the effect of having these bags in-store and accessible during the customer journey.
Each WGAC Bag for Life is made from plastic bottles that when shredded are converted in rPET yarn and subsequently woven into reusable bags, and offers a more sustainable option for customers looking to reduce their use of single use plastic.
Tim Shaw, non foods buyer at Waitrose 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.”
Robin Cho, head of impact at Who Gives A Crap, said: “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.”
