It has been ubiquitous in middle class British bathrooms since a flush of growth during the Covid pandemic. Now Who Gives a Crap is aiming to wipe out the Andrex puppy, Cushelle’s koala and Little Duck’s little duck with a more ethical version of toilet roll.
Its product, made from recycled paper or bamboo and wrapped in colourful paper, has risen rapidly to become the UK’s third biggest non-supermarket brand. Now, the company – which claims to be the first ever online specialist loo roll maker – is aiming for “world domination” with a rollout into Tesco supermarkets, and beyond.
