Sustainable D2C Toilet Paper Brand Who Gives A Crap Takes Major Leap in U.S. Expansion with Launch into Whole Foods Market Stores
May 06 2024 - 9:07AM
Business Wire
The milestone marks the brand’s first retail
availability for US customers and makes Who Gives A Crap the only
premium, 100% recycled toilet paper brand on select Whole Foods
Market’s shelves to donate half its profits to water and sanitation
solutions
Who Gives A Crap, the conscious toilet paper company on a
mission to reduce deforestation and provide access to clean water
and toilets for all, has launched its 100 percent recycled fiber
toilet paper in Whole Foods Market. The product is now available in
select US store locations nationwide, following an exclusive retail
launch through June 2024.
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The accessibility and new quantity
offerings of 4-roll and 8-roll packages encourage new customers to
try toilet paper without straying from the convenience of their
existing shopping routine. (Photo: Business Wire)
Now available in select Whole Foods Market stores nationwide are
4-roll and 8-roll colorful design packages of extra long, soft and
strong toilet paper, a new quantity offering that strays from the
bulk packs that have been available only through the Who Gives A
Crap website.
“We understand that environmentally friendly purchases come more
easily when the product is high quality, aesthetically pleasing and
conveniently plugs into an already existing shopping routine,”
explained Danny Alexander, Co-Founder Who Gives A Crap,
“Collaborating with Whole Foods Market is an effective way to
encourage new customers to try our super soft toilet paper,
designed to elevate the standards of recycled TP, while feeling
confident that their spending is helping to reduce deforestation
and provide clean water and sanitation to people around the
world.”
Who Gives A Crap launched in Australia in 2012 when co-founders
Simon Griffiths, Danny Alexander and Jehan Ratnatunga learned 2.4
billion people didn’t have access to a toilet and saw the
opportunity to develop an eco-friendly product that can help solve
the sanitation crisis. The brand donates 50 percent of its profits
towards building water, hygiene and sanitation solutions and has so
far raised more than $13,378,250 AUD to date1.
In 2022, Who Gives A Crap commissioned a study2 that found
traditional toilet paper production requires cutting down more than
1 million trees every day. The data only reinforced what the
company already knew to be true: unsustainable poo habits are
contributing to deforestation in a way most aren’t considering.
But, because toilet paper is a low consideration—yet
essential—daily product, there is immense opportunity and benefit
to inspiring a simple product swap among eco-curious shoppers.
“Who Gives A Crap is an award-winning brand that has seemingly
integrated into Whole Foods Market stores, celebrated for their
mission-driven approach,” said Ruby Rios, Category Merchant at
Whole Foods Market. “Who Gives A Crap set out to make a thoughtful
product, down to its vibrant packaging, which will now bring new
excitement to the toilet paper aisle while adhering to the
high-quality standards customers have come to expect inside our
stores.”
Though Who Gives A Crap is new to US supermarkets, its
popularity and cheeky branding have made it a top toilet paper
company in Australia, where its colorful rolls can be found in most
grocery stores, and the UK, where it continues to expand retail
reach. They’ve recently won the 2024 NEXTY Award for Best
People-Forward Product, further signaling stateside success.
Following the brand's introduction to the US market in 2016, the US
retail launch demonstrates consumer demand for purposeful
products.
Who Gives A Crap’s retail exclusivity in Whole Foods Market ends
June 1. To learn more about the company’s impact work and mission,
visit us.whogivesacrap.org.
Product Specifications:
- Toilet Paper made from 100% Recycled Fibers
- Soft & Strong—our eco-friendliest rolls are soft and
scrunchable
- Suuuuper long TP, 20% longer than the average roll; 360
sheets
- Super comfy 3 ply
- 100% recycled paper (no virgin trees used!)
- Biodegradable and plays well with most septic tanks
About Who Gives A Crap
Who Gives A Crap is a B Corp™ certified business, recognised for
the highest levels of environmental and social impact. All of their
products are made with sustainable materials that are FSC
Chain-of-Custody certified and available in nearly 40
countries.
The business launched in 2012 when co-founders Simon Griffiths,
Danny Alexander and Jehan Ratnatunga learnt that billions of people
do not have access to a toilet. From the beginning, the company has
donated 50% of its profits to clean water and sanitation
non-profits worldwide. To date, Who Gives A Crap has donated over
$13 million AUD to partners around the world that work with local
communities to improve access to water, toilets and hygiene
solutions. The company strives to continually reduce its
environmental footprint whilst helping billions of people in
need.
Press kit: here
1 To date, Who Gives A Crap raised AUD $13,378,250 of which AUD
$12,630,717 is from the 50% donations model directly and AUD
$747,533 is from the additional donations to the Crap Foundation
that the business helped to make possible 2 Environmental Impacts
of Traditional Toilet Paper Usage, 7 April 2022: Edge Environment
for Who Gives A Crap
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Pamela Chinawah pamela.chinawah@tbwachiatday.com