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Asda recently doubled the amount of toilet paper per roll of its own-label Shades brand

Shoppers have taken to social media to complain Asda’s new double toilet rolls don’t fit standard household toilet roll holders.

The retailer recently doubled the amount of toilet paper per roll of its own-label Shades brand and reduced the number of rolls per pack, to cut back on the use of cardboard and plastic.

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 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.

Meanwhile, DTC bamboo toilet roll brand Bumboo, which plants a tree for every box sold, has seen sales grow 46% year on year.

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