Feel Good eco toilet paper - bathroom 1

WEPA UK, has launched a new eco-friendly toilet paper, Feel Good.

Available from mid-May (RRP £4.45), each pack will contain nine naturally soft, bright white toilet rolls, made from 100% recycled materials, including the paper outer.

This marks the company’s first foray into manufacturing and supplying its own brand in the UK. The launch will be supported by a marketing programme including trade and consumer PR, an animation hosted on the website - showcasing the brand’s manufacturing process and USP’s - and social media activity across Facebook and Instagram including competitions and giveaways.

Carl Mitchell, sales director at WEPA UK, said: “Today’s consumer is savvier than ever when it comes to making sustainable purchasing decisions and toilet roll is no exception. Our extensive consumer research tells us that the first image that comes to mind for recycled toilet paper is a dull product, that simply doesn’t live up to expectations when compared to traditional rolls.

“We identified a gap in the market for a high quality, eco-friendly toilet paper that’s kind to your wallet and the environment, while delivering that all important strength and softness that shoppers are seeking. Feel Good is perfectly placed to meet these needs, enabling retailers to drive sales from the category, while giving consumers the option to shop more sustainably at a reasonable price.”