However, shoppers have taken to Twitter to point out the new rolls don’t fit standard toilet roll holders.
One shopper branded the move “ridiculous”, while another suggested Asda should have continued “using the original roll size but with eco-friendly packaging”.
@asda Great idea to increase the Shades toilet roll size - only problem now is that it doesn’t fit on a standard toilet roll holder!🤦How using the original roll size but with eco friendly packaging? pic.twitter.com/bWtl38JkAm— PaulCokes (@PaulCokes) November 13, 2022
Asda declined to comment on the issue when approached by The Grocer.
At the time of the revamp, Asda said it would save 74 tonnes of plastic and 760 tonnes of cardboard, removing over 1,200 lorries from the road each year.
Asda buying manager for household paper Sarah Yorke said Shades toilet rolls were “one of our most popular own-brand products”.
Reducing “both our customers’ and our own carbon footprint without affecting the great quality of our product in any way” was “an incredibly important step for us”, she added.
The move comes amid a growing number of sustainability efforts from toilet roll brands.
Cushelle doubled the number of sheets per roll and unveiled Tubeless rolls in June.