- WEPA Group’s sustainable toilet paper roll brand boosted by a growing commitment to sustainability from supermarkets and online retailers
- Tesco, Waitrose, Booths and Ocado have now listed the 100% recycled product
- Feel Good brand is committed to removing the premium price for responsible choices
Sustainable toilet paper brand, Feel Good has seen its range of stockists expand. The news comes as UK online and in-store retailers increase their presence of sustainable products, with 76% of consumers looking to invest in a more sustainable lifestyle. Less than two years after its launch, the brand has been boosted by support from three supermarket chains as well as online retailer Ocado, with the retailers increasing their offerings to consumers looking to reduce their carbon footprints.
This comes at a time when consumer demand is forcing supermarkets to boost their commitments to tackling climate change. FMCG Gurus reports a key prediction for 2023 to be consumers making greater efforts to protect the planet with the expectation of industry to mirror these efforts. Tesco, and Waitrose are among the retailers to have signed a joint pledge to accelerate their climate action, with CEO’s stating the importance of “enabling a sustainable shopping experience for customers.”
Carl Mitchell, sales & marketing director at Feel Good by WEPA believes the brand’s growing popularity is a direct response to this trend, stating: “Feel Good is driven by a desire to bring sustainable, soft, and affordable toilet rolls to the market. The investment we have seen in the brand and what it stands for is therefore testament to a changing industry. We want to give consumers the option to buy sustainably without having to pay a premium price, so seeing our products on shelves in a range of supermarket giants is fantastic.”
Made from 100% recycled materials, including magazines and office waste, WEPA Group launched Feel Good in April 2021 as a more sustainable alternative to virgin fibre products. The brand has been well received by UK retailers, with the product’s availability in selected Tesco stores nationwide and online the latest example.
Whilst sales figures of recycled toilet papers in comparison to virgin fibre products have remained steady in recent years – with approximately 1 in 9 toilet rolls purchased by UK consumers made from recycled materials since 2014 – the need for affordable greener alternatives has been on the rise.
Research from Deloitte has seen consumers cite price as a major concern when making sustainable purchases as the cost-of-living crises bites. It means that high-income consumers are now more likely to purchase sustainable goods. To encourage even greater sustainability from all consumers, Feel Good was founded on the belief that sustainable choices shouldn’t come at a premium price. This mantra has been backed by supermarkets as they back smaller, responsible FMCG products.
Housed in recyclable paper packaging and free from virgin fibres, all source material comes from the UK and Europe and comprises of fibres at the end of their life cycle. Made in Bridgend, South Wales to further reduce its carbon footprint, source materials are washed with recycled water before they are turned into ecologically friendly 2-ply rolls. Feel Good comes in packs of nine with a RRP of £5.45, in line with the general branded market for nine rolls.
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