Andrex claims its first toilet tissue made from recycled fibres - and bamboo - will raise the bar for eco-friendly paper.

Brand owner Kimberly-Clark is using a mix of 90% recycled fibre and 10% bamboo in Andrex Eco, rolling out to retailers in 100% recycled and recyclable packaging this month. It will be sold in four and nine-packs of 180-sheet rolls.

The company said bamboo produced more fibre, on less land, than trees used to make paper and claimed the combination of fibres and a unique manufacturing process made the paper particularly soft.

The launch will be supported from May with a marketing campaign including TV, in-store and social media activity.