Waitrose teams up with Who Gives A Crap on its first FMCG branded Bag for Life
Waitrose has teamed up with eco-friendly toilet paper brand Who Gives A Crap to launch its first ever Bag for Life created in collaboration with an FMCG brand.
Available at Waitrose stores from 21 April, the bag will retail for £6, with £1 from every sale going directly towards providing clean water and sanitation access around the world.
Each WGAC Bag for Life is made from plastic bottles that when shredded are converted in rPET yarn and then woven into the reusable bags.
As the first UK retailer to stock WGAC toilet paper, Waitrose is celebrating this latest launch as a major milestone due to it bringing together its commitment to sustainability with Who Gives A Crap’s purpose-led business model, which donates 50% of profits to global water, sanitation, and hygiene initiatives.
The bag will be available in-store adjacent to Who Gives A Crap products, with “vibrant” POS and in-store messaging.
Subscribe to TRBTim Shaw, non foods buyer at Waitrose said: “We are thrilled to introduce our first-ever FMCG branded Bag for Life in partnership with Who Gives A Crap.
“Our customers care deeply about sustainability and charitable giving, and this bag offers an opportunity to make a meaningful difference while shopping. It stands out from the rest of our range with its bold, peachy design that injects fun into doing good.”
