Winner: Who Gives a Crap
Who Gives a Crap was founded in 2012 to help the billions living without access to clean water or sanitation (WASH). Its profit-for-purpose model donates 50% of global profits to WASH causes, delivering over £11m to date.
Now the UK’s third-biggest toilet tissue brand, having rolled into retail in early 2023 via Waitrose. WGAC UK sales grew 13.5% in FY25 to £51.7m, with operating profit up 7.5% to £3m.
Further growth looks on the cards, following an eventful 2025 marked WGAC’s most significant UK grocery expansion to date. This involved a rollout across 247 Tesco stores, a first bag-for-life with Waitrose and a partnership with Brakes to bring its products to pubs, restaurants, hotels, hospitals, schools and care homes nationwide. Its individually wrapped loo rolls also landed in more than 200 Oxfam stores, while a festive limited-edition roll featured in a cheeky installation in the John Lewis Foodhall window on Oxford Street.
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WGAC also extended beyond paper products into dog poo bags and launched its ‘Feel Good Toilet Paper’ campaign. Starting with digital channels, billboards and buses across Bristol and Manchester, the activation centred on the joy of unwrapping the brand’s distinctively designed rolls and the pride of choosing a product built for positive impact, before rolling out to national TV.
Our judges were impressed by WCAG’s “very strong” 12 months and praised the brand for being “really, really transparent about sustainability”, saying it had “successfully normalised sustainability within mainstream grocery”.
Shortlisted:
- Cheeky Panda
- Kit & Kin
- Kleenex
- Who Gives a Crap
- Wype
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