# Sustainable Toilet Papers Asda and The Good Roll Bring Sustainable Toilet Papers to the UK Market By Grace Mahas | Published 2023-11-01 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/asda-and-the-good-rol References: [corporate.asda](https://corporate.asda.com/newsroom/2023/07/07/asda-partners-with-the-good-roll-to-bring-sustainable-toilet-roll-to-uk-retail-market)  In a strategic move to cater to the growing demand for sustainable products, [Asda](https://www.trendhunter.com/trends/refill-store) has partnered with [The Good Roll](https://www.trendhunter.com/trends/the-good-roll-products) to bring [eco-friendly toilet and kitchen paper products](https://www.trendhunter.com/trends/betterway-bamboo) to the UK retail market. This exclusive deal will see The Good Roll's products, made from 100% bamboo and free from chemicals, available in over 300 Asda stores starting from 10th July. The Good Roll, an Amsterdam-based business, is known for its commitment to sustainability and community support, with 50% of its profits going towards building and maintaining toilets in West Africa. This partnership is a result of The Good Roll's successful participation in Asda's Merchant’s Den initiative, which aims to support businesses in launching new products and gaining market share. This not only enhances Asda's sustainable product offerings but also positions The Good Roll for greater market penetration and brand recognition in the UK. This collaboration is a testament to the importance of sustainability in today's retail landscape and the potential for businesses to make a positive impact through strategic partnerships. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 32% | Activity: 37% | Freshness: 19% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Growing Demand for Sustainable Products:** The partnership between Asda and The Good Roll showcases the increasing consumer preference for eco-friendly and sustainable products. - **Community Support and Social Impact:** The Good Roll's commitment to building and maintaining toilets in West Africa demonstrates the trend of businesses integrating social impact initiatives into their operations. - **Strategic Partnerships for Market Penetration:** The collaboration between Asda and The Good Roll highlights the importance of strategic partnerships in expanding market reach and brand recognition. ### Where This Applies - **Retail:** The partnership between Asda and The Good Roll is a response to the demand for sustainable products in the retail industry. - **Consumer Goods:** The Good Roll's eco-friendly toilet and kitchen paper products cater to the growing consumer demand for sustainable options in the consumer goods industry. - **Social Impact:** The Good Roll's commitment to building toilets in West Africa represents the potential for businesses in the social impact industry to create positive change. ## Related on Trend Hunter - [Bamboo Paper Product Expansions](https://www.trendhunter.com/trends/the-good-roll-products.md) - [Eco-Focused Toilet Paper Products](https://www.trendhunter.com/trends/sainsburys-toilet-paper.md) - [Sustainable Toilet Paper Brands](https://www.trendhunter.com/trends/sustainable-toilet-paper.md) - [Luxury Bamboo Toilet Papers](https://www.trendhunter.com/trends/bamboo-toilet-tissue.md) - [Value-Focused Toilet Paper Products](https://www.trendhunter.com/trends/cushelle-longer-lasting-rolls.md) - [Recycled Bamboo Toilet Papers](https://www.trendhunter.com/trends/rollieco.md) - [Minimally Packaged Cosmetic Wipes](https://www.trendhunter.com/trends/the-cheeky-panda-dry-wipes.md) - [Bamboo-Based Sustainable Toiletries](https://www.trendhunter.com/trends/caboo.md) - [Sustainable Tableware Ranges](https://www.trendhunter.com/trends/talking-tables-table-kind.md)