Ethically on a roll Who Gives a Crap aims for 'world domination'

It has been ubiquitous in middle-class British bathrooms since a flush of growth during the Covid pandemic.

- Sarah Butler

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.

The Australian brand gives 50% of its profits to clean water and sanitation projects, and raising money for good causes is a key part of the firm's purpose, according to its co-founder Simon Griffiths.

After experiments with a "click to give" donations website and then a bar that sold beer and wine from developing countries, he settled on the idea of linking philanthropy to an everyday product that could reach every household.

Griffiths says a trip to the loo inspired a "quarter-second epiphany" on what that product could be, alongside the company's risque name and its mission to raise funds to provide access to clean water and sanitation in developing countries via partners including WaterAid.