Flush Poverty Down the LooAt present, 40% of the world s population don t have access to a toilet. This is a leading contributor to endemic poverty and is a major drag on economic growth in some of the world's poorest countries. Diarrhoea related illnesses fill over half sub-Saharan African hospital beds and kill over 2,000 children under 5 every day. We think that s pretty crap. That s why we give 50% of our profits to WaterAid to build toilets and improve sanitation in the developing world.

Make Every Wipe CountWe believe that the need to wipe shouldn t mean we wipe out the planet. That s why we only use 100% post consumer waste recycled fibres in our toilet paper. It saves on trees, water and landfill which means you re doing your bit while doing your bit to help keep our planet great. This is particularly great for a couple of reasons:

Firstly, recycled paper uses 64 percent less energy and 50 percent less water to produce; creates 74 percent less air pollution; saves 17 trees (per ton of paper produced); and creates five times more jobs than one ton of paper products made from virgin wood pulp.

Secondly, the equivalent of about 270,000 trees is either landfilled or flushed every day and 10% of this global total is from toilet paper!

Be Good for Your BumWe don t use any chlorine, inks, dyes or weird perfumes in our toilet paper. We just pulp the clean fibres at super high temperatures to make WGAC biodegradable, safe in septic tanks and as strong as it is silky soft. And since it s only tested on the finest human bottoms, our toilet paper is as good for your bum as it is for the planet.