Sustainable household paper brand, The Good Roll, is making its UK debut via an exclusive deal with Asda.
The Amsterdam-based business produces paper products, including toilet roll and kitchen towel, which are claimed to be better for the environment and give back to communities across West Africa.
The Good Roll products are made from bamboo, contain twice as many sheets as a standard roll, and are free from chemicals like chlorine, colourants, and fragrances. In addition, the packaging is plastic-free.
The business also donates 50% of its profits to build and maintain toilets in places where a clean and safe toilet is not a given through its foundation. The Good Roll Foundation also works with a charity called Days for Girls, which provides education to children in these communities about proper hygiene and menstrual cycles.
Six SKUs will land on shelves in over 300 Asda stores this week, including a range of ‘naked’ toilet and kitchen rolls as well as colourfully wrapped rolls. The products will be sold exclusively in Asda for six months, with an RRP of between £3.50 – £6.
The launch into Asda comes on the back of a win in Asda’s Merchant’s Den programme. The retailer designed the programme to support businesses in launching new products.
Sander de Klerk, founder of The Good Roll, said: “We’re incredibly excited to be bringing our products to the UK for the very first time and are pleased to be working exclusively with Asda on this journey.
“We believe that clean water and safe sanitation are at the core of a healthy, happy and dignified life. That’s why we make and sell sustainable bamboo toilet paper and invest 50% of our net profit to the construction and maintenance of toilet facilities. In addition, we care about making a positive impact on a local scale, which is why all our good rolls are wrapped and packed in social workshops in The Netherlands. By using The Good Roll shoppers are making a positive impact every time nature calls.”
Sarah Yorke, Buying Manager for Household Paper at Asda, added: “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. We can’t wait to be able to offer our shoppers a more-ecofriendly product within our range.”
