DTC paper products challenger Who Gives a Crap to make retail debut

Sustainable paper products brand Who Gives a Crap is set to make its retail debut.

The fast-growing DTC challenger – which has made more than £40m in UK sales over the past 12 months – will launch six SKUs in April across toilet roll, kitchen roll and facial tissue.

They include bamboo toilet paper and recycled toilet paper – both as double-length rolls and available in a four-pack and eight-pack. Those will be joined by a recycled kitchen roll twin pack and recycled facial tissues (rsp: £1.65-£9.99).

In line with Who Gives a Crap’s DTC offer, all toilet rolls will be individually wrapped in printed paper. Each multipack of loo paper will include a distinctively packaged ‘emergency roll’, to remind shoppers to top up when they are running low.

Listings are yet to be confirmed. Who Gives a Crap was “finalising conversations” with potential retailers, it said.

The move came because “the vast majority of consumers aren’t buying their toilet paper online”, said MD Emily Kraftman. “If we want to achieve those really big goals in terms of getting people to shift to a more sustainable choice, then we want to be where our consumers are.”

The retail range offered “a more accessible product” for shoppers than bulk deliveries of 24 or 48 toilet rolls through Who Gives a Crap’s DTC service, added Kraftman.

The new lineup’s launch would be supported by a “multimillion-pound” campaign later this year, she said.

Founed in Australia and launched in the UK in 2017, Who Gives a Crap donates 50% of its profits towards building toilets and improving sanitation in the developing world.