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Asda partners with The Good Roll to bring sustainable toilet roll to UK retail market

  • Six SKUs of eco-friendly toilet and kitchen paper products will land on shelves in over 300 Asda stores from 10th July.
  • 50% of profits from the paper products will be donated to building toilets in Ghana and beyond.
  • The Good Roll was a successful candidate of Asda’s popular Merchant’s Den initiative, unlocking a high level of store and media support.
July 7, 2023 07:08am
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Sustainable household paper brand, The Good Roll, is launching in the UK for the very first time in an exclusive deal with supermarket giant, Asda.

The Amsterdam-based business produces paper products, including toilet roll and kitchen towel, which are good for the planet and give back to communities across West Africa.

Hailed as 100% tree friendly, The Good Roll products are made from 100% bamboo and not only contain twice as many sheets as a standard roll, but they are free from chemicals like chlorine, colourants, and fragrances. In addition, the packaging is completely plastic free.

The business also donates 50% of its profits to build and maintain toilets in places where a clean and safe toilet is not a given through its foundation. The Good Roll Foundation also works closely with charity, Days for Girls, to provide essential education to children in these communities about proper hygiene and menstrual cycles.

Six SKUs will land on shelves in over 300 Asda stores across the UK on 10th July, including a range of ‘naked’ toilet and kitchen rolls as well as colourfully wrapped rolls that are designed to add a splash of colour to eco-conscious consumers’ kitchens and bathrooms. The products will be exclusively sold in Asda for six months at an RRP of between £3.50 – £6.

The launch into Asda comes on the back of a successful win in Asda’s Merchant’s Den programme. The retailer designed the program to support businesses in launching new products; driving market share and an impactful launch plan.

Commenting on their first foray into the UK retail market, Sander de Klerk founder of The Good Roll said:

“We’re incredibly excited to be bringing our products to the UK for the very first time and are pleased to be working exclusively with Asda on this journey.

“We believe that clean water and safe sanitation are at the core of a healthy, happy and dignified life. That’s why we make and sell sustainable bamboo toilet paper and invest 50% of our net profit to the construction and maintenance of toilet facilities. In addition, we care about making a positive impact on a local scale, which is why all our good rolls are wrapped and packed in social workshops in The Netherlands. By using The Good Roll shoppers are making a positive impact every time nature calls.”

Sarah Yorke, Buying Manager for Household Paper at Asda added:

“We love everything about The Good Roll’s ethos – not only the positive impact they have in less developed communities but also the fact that their products are produced using sustainable materials, are fully recyclable and made in Europe so they don’t need to be shipped from the other side of the world. We can’t wait to be able to offer our shoppers a more-ecofriendly product within our range.”

Asda’s next Merchant’s Den program runs on a quarterly basis and products are nominated for the program via the trading teams.

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