Sustainable Toilet Paper Expansions
Toilet Roll Subscription Business Who Gives a Crap Hits Stores
Georgia Wray Norsten — July 21, 2025
Toilet roll subscriptions business Who Gives A Crap is now selling its eco-friendly household products in-store and online at Tesco, the UK’s largest supermarket chain. As of today, the brand’s full range -- including bamboo toilet paper, kitchen rolls, recycled bin bags, and sponge cloths -- is available at 247 Tesco locations nationwide and online, marking a pivotal shift from its direct-to-consumer roots to mainstream retail presence.
Founded in 2012 and launched in the UK in 2017 as a subscription-first brand, Who Gives A Crap has grown into a certified B-Corp with a mission-driven model that donates 50% of profits to clean water and sanitation projects. With donations totaling £9.8 million as of December 2024, the company’s move into Tesco stores signals both commercial momentum and wider consumer demand for sustainable alternatives. The brand recently reported £2.8 million in profit on £45.5 million in revenue for FY2024 -- up 133% year-over-year.
