Source: Cushelle

The rolls hit Asda from 30 March

Cushelle is rolling out its first paper-packaged loo rolls in a move it claims is a first for a major brand.

Paper-packed Double Rolls hit the Co-op last week, ahead of a major rollout into Asda from 30 March, then Tesco, Waitrose and Ocado from 6 April. 

Cushelle claims the NPD “has reduced Cushelle’s carbon footprint by 2.2%, and means 61 fewer lorries on the road, 4.5 million fewer cores and 4.3 tonnes of plastic saved”. 

The packs are made with Forest Stewardship Council-certified paper, and each contain six rolls with 360 sheets per roll (rsp: £6). 

Developing a paper packaging solution was “a completely new way of working for us and for our products”, said Cushelle marketing manager Sian Dixon. 

“We anticipate there will be challenges, such as machine efficiencies and robustness for larger packs, but we believe it is the right thing to do in order to provide a sustainable solution for our consumers.”

The rolls would be “line priced with the rest of our Double Roll range” as “we don’t believe consumers should have to pay more for the convenience of recycling their packaging at home”, she added.

Cushelle owner Essity plans to achieve 100% recyclability across its packaging by 2025.