Waitrose has partnered with eco-friendly toilet paper brand Who Gives A Crap to introduce a Bag for Life designed to deliver impact and reinforce both brands’ commitment to sustainability.
The supermarket’s first ever FMCG brand collaboration, will see the bag available exclusively at Waitrose stores from 21 April 2025. Retailing at £6, £1 from every sale will then be donated to provide clean water and sanitation access worldwide.
This launch comes after Waitrose became the first UK retailer to bring the subscription brand to shelves. It also showcases the supermarket’s dedication to sustainability with Who Gives A Crap’s mission-driven business model that donates 50% of its profits to WASH causes.
The bag will be available next to Who Gives A Crap products, with vibrant POS and in-store messaging to bring the collaboration to life for customers in store.
Each WGAC Bag for Life is made from plastic bottles that when shredded are converted in rPET yarn and subsequently woven into reusable bags, and offers a more sustainable option for customers looking to reduce their use of single use plastic.
Robin Cho, head of impact at Who Gives A Crap, said: “Access to clean water and sanitation is a fundamental human right, yet billions still go without. At Who Gives A Crap, we believe that everyday purchases can create extraordinary change.
“By picking up this Bag for Life, shoppers are not only making a sustainable choice but also helping provide people with clean water and safe toilets. This partnership with Waitrose is a fantastic way to bring people together in support of a healthier, more equitable world.”
Join us this June for a dedicated look at FMCG.
At FMCG Instore & Ecommerce we explore the dynamic landscape of FMCG & CPG legacy and challenger brands, and the innovative strategies that are shaping the future of direct-to-consumer (DTC) retail.
Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research, click here to subscribe to the FREE newsletter sent straight to your inbox and why not follow us on LinkedIn to receive the latest updates on our research and analysis.
