Sustainable household paper brand, The Good Roll, is launching in the UK for the first time in an exclusive deal with supermarket giant Asda.
The Amsterdam-based business produces paper products, including toilet rolls and kitchen towels, which are suitable for the planet and give back to communities across West Africa.
Hailed as 100 percent tree-friendly, The Good Roll products are made from 100 percent bamboo and not only contain twice as many sheets as a standard roll and are free from chemicals like chlorine, colourants, and fragrances. In addition, the packaging is entirely plastic-free.
The business also donates 50 percent 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 educate children in these communities about proper hygiene and menstrual cycles.
Six SKUs have landed on shelves in over 300 Asda stores across the UK, including a range of ‘naked’ toilet and kitchen rolls and colourfully wrapped rolls designed to add colour to eco-conscious consumers’ kitchens and bathrooms.
The launch into Asda comes after a triumphant 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 the brand was incredibly excited to bring its products to the UK for the first time and is pleased to work 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,” said de Klerk.
‘That’s why we make and sell sustainable bamboo toilet paper and invest 50 percent of our net profit in constructing and maintaining toilet facilities.”
De Klerk continued that the eco-conscious brand cares about positively impacting 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 make a positive impact every time nature calls.
Sarah Yorke, Buying Manager for Household Paper at Asda, said that the supermarket retailers loved everything about The Good Roll’s ethos, not only the positive impact it has in less developed communities but also the fact that its 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,” said Yorke.
Asda’s next Merchant’s Den program runs quarterly, and products are nominated for the program via the trading teams.
