Waitrose has announced the return of its larger toilet rolls seven months after reducing their size, bringing back the original formula under the Waitrose & Partners brand.
The supermarket will sell the larger rolls in nine-packs priced at £5, with in-store signage alerting customers to their return in new packaging.
The supermarket shared that it will use the “much-loved original formula” and the rolls will be on sale for their original price.
The move marks a significant reversal from the company’s previous decision to reduce roll sizes across its economy range.
The Essential nine-pack currently retails at £4, working out at 23.4p per 100 sheets
Waitrose
For those who prefer the smaller and slightly cheaper product introduced in June, the smaller Essential White Ultra Soft Bathroom Tissue rolls will continue to be available in various pack sizes alongside the reintroduced larger version.
The Essential nine-pack currently retails at £4, working out at 23.4p per 100 sheets.
In comparison, the new Waitrose & Partners nine-pack – priced at £5 – will offer slightly better value at 23.1p per 100 sheets.
Both options will be clearly displayed in stores, giving customers the choice between the two formats.
The changes come after Waitrose’s June adjustment to its Essential toilet roll range, which saw significant modifications to the product specifications.
Waitrose’s original reduction included decreasing the sheet count from 240 to 190 per roll, bringing the product “in line with competitors.”
The June changes also introduced an embossed texture to the paper while reducing shelf prices by approximately 20 per cent.
Waitrose’s decision to reintroduce the old-style Essential White Ultra Soft Bathroom Tissue rolls will likely be a hit with shoppers.
Indeed, when shoppers spotted a shrinkage back in June, several social media users took to X calling for the return of the original product.
One pleaded with the supermarket: “@waitrose I’ve been a loyal buyer of Essential Waitrose Ultra Soft Bathroom Tissue for years, but the recent changes are shocking.
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‘Everyone’s feedback was heard loud and clear and our original rolls are back on shelves’
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“I want to add my voice to the countless others – fewer sheets, terrible texture, reduced quality. I won’t buy it again. Bring back the original!”
Another disgruntled shopper said: “@waitrose Just found you have changed the previously fabulous essential toilet paper for really horrible rough embossed cheap and nasty (although not cheap in price) toilet paper. What a bad move – won’t ever buy it again unless you change it back. Very disappointed.”
A third complained: “Clearly nobody likes the new stuff. I’ve seen the reviews and honestly, I would happily pay more for the original toilet paper.
“I go out of my way to shop at Waitrose purely for the toilet paper – it’s better than the most expensive Andrex. Does it still exist anywhere? I will pay!”
Commenting on the relaunch, Waitrose buyer, Jack Hammersley, said: “We’re grateful for everyone’s feedback. It was heard loud and clear and our original rolls are back on shelves. Same price, same formula, slightly fancier packaging.”
In other Waitrose news, the supermarket has brought back free coffee for shoppers.
GB News has contacted Waitrose for comment