On a roll: Who Gives a Crap toilet paper co-founder aims for ‘world domination’

Simon Griffiths on how the ethical Australian brand hopes to grow further after getting into the UK’s Tesco It has been ubiquitous in middle class British bathrooms since a flush of growth during the Covid pandemic. 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.