Sustainability-minded paper goods challenger Who Gives a Crap has secured its first Tesco listings, rolling lines into 247 stores from today (7 July).
The range comprises bamboo and recycled toilet paper, kitchen roll and tissues, alongside bin bags, dog poo bags, food waste bags and sponge cloths. Prices range from £1.50 to £12.25.
In store, there are branded bays for the full lineup, including WGAC’s signature colourfully wrapped loo rolls. Aisle fins highlight the brand’s mission of donating 50% of profits to water, sanitation and hygiene (WASH) causes.
To support the launch into Tesco, WGAC has added a ‘mega-length’ toilet roll (rsps: £6.75/six-pack & £12.25/12-pack). It is 50% longer than a standard roll “while maintaining the same soft, strong, and eco-friendly quality the brand is known for”.
“Landing on the shelves in the UK’s biggest supermarket is a landmark moment for us and another huge step forwards for eco-friendly products being available in the mainstream,” said Emily Kraftman, WGAC chief commercial officer.
The fast-growing brand was “making it easier for customers to choose products that not only look good but do good. With 50% of our profits funding access to clean water and toilets worldwide, every product sold helps push that impact further.”
The Tesco listing comes eight years after the Australian WGAC made its UK debut as an online-only proposition. In January 2023, it unveiled six SKUs designed for especially for retail across toilet roll, kitchen roll and facial tissue. Four months later, four of the SKUs rolled into Waitrose. The eco brand is also available from Ocado.
Retail listings helped WGAC more than double its bottom line to £2.3m in the year to 30 June 2024. It grew turnover to £45.5m, up 17.6% from £38.7m the year before. Operating profit soared 230% to £2.8m.
Last year also saw WGAC add bin bags made from 100% recycled plastic, compostable food waste bags and dog poo bags. The brand also donated £2.4m to global WASH services – its second-largest single donation to date. In total, WGAC has donated more than £9m.
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