Waitrose has joined forces with eco-conscious toilet paper brand Who Gives A Crap to unveil a new Bag for Life, marking the supermarket’s first-ever branded collaboration with an FMCG company. The initiative underscores both brands’ shared commitment to sustainability and social impact.
Launching exclusively in Waitrose stores from 21 April 2025, the reusable bag will retail for £6, with £1 from each purchase donated to global clean water and sanitation projects. The bag will be prominently displayed alongside Who Gives A Crap products, supported by vibrant in-store signage and point-of-sale displays to engage customers.
Made entirely from recycled plastic bottles, the Bag for Life is crafted by shredding the bottles into material that’s spun into rPET yarn and woven into durable, reusable bags. It offers customers a meaningful alternative to single-use plastic, aligning with growing consumer demand for sustainable shopping options.
The collaboration follows Waitrose’s pioneering move to become the first UK retailer to stock Who Gives A Crap—a mission-driven company that donates 50% of its profits to WASH (Water, Sanitation and Hygiene) causes. The bag initiative further strengthens the supermarket’s sustainability credentials while advancing the brand’s purpose-led mission.
“Access to clean water and sanitation is a fundamental human right, yet billions still go without,” said Robin Cho, Head of Impact at Who Gives A Crap. “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.”
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