Eco-friendly household brand, Who Gives A Crap, has launched its full range in Tesco, including bamboo and recycled toilet paper, kitchen roll, and tissues, along with recycled bin bags, dog poo bags, compostable food waste bags, and sponge cloths.
The range will be available across 247 Tesco stores and online across the UK. In-store, branded bays will feature the full Who Gives A Crap product offering, including the signature colourfully wrapped toilet paper. The full-length shelf has signage and aisle fins highlighting the brand’s mission of donating 50% of its profits to water, sanitation and hygiene (WASH) causes. The company stated that the display is designed to grab attention and make it easier for shoppers to make a sustainable choice. This is also linked to Who Gives A Crap’s recent ‘feel good toilet paper’ campaign.
To support the launch into Tesco, Who Gives A Crap has developed a new Mega Length toilet roll that its over 50% longer than standard rolls in response to consumer demand for lower price points in retail.
Emily Kraftman, chief commercial officer at Who Gives A Crap, said: “Landing on the shelves in the UK’s biggest supermarket is a landmark moment for us and another huge step forwards for eco-friendly products being available in the mainstream. We’re bringing our full range of household products to Tesco – from our much-loved loo roll, to tissues and bin bags – making it easier for customers to choose products that not only look good but do good. With 50% of our profits funding access to clean water and toilets worldwide, every product sold helps push that impact further.”
Latest accounts filed at Companies House show Who Gives A Crap saw its revenue in the UK jump 17% to £45.5m over the year to 30th June 2024 as it continued to build retail partnerships, including with Waitrose and Ocado.
