The Good Roll relaunches with new wrappers and a lower price at Albert Heijn

Weesp, June 23, 2025 – The Good Roll, well on its way to becoming the world's first Fair Trade toilet paper brand, is reinventing itself. Starting this week (June 23), their well-known rolls are available in a brand-new look at Albert Heijn – featuring fresh designs and a lower price.

Sustainable from the start – to the final wipe

The Good Roll makes toilet paper from bamboo – a fast-growing and eco-friendly alternative to traditional paper. The company manages its entire supply chain, from raw material to final product. As a result, they are not dependent on external parties to continue becoming more sustainable. Even the colorful wrappers, which are necessary to stand out on the shelf and create impact, are designed with the planet in mind: they are made from recycled paper and printed with organic ink. "Ultimately, our wrapped rolls are still more sustainable than average bleached toilet paper," says Commercial Director Geert van de Pol. "But we decided to leave one roll unwrapped in our retail packaging. This way, consumers can immediately see our beautiful gold roll, and we prevent the waste of a wrapper that is often thrown away immediately. That is better for the environment and fairer to the customer." 

More accessible to everyone

To get more people 'rolling with The Good Roll' and to continue making a real impact, the brand went back to the drawing board. With the opening of their own bamboo pulp factory, they have managed to lower costs – and therefore the retail price. "Groceries are becoming increasingly expensive. It is therefore special that we can make our product cheaper, without compromising on quality or sustainability," says Van de Pol.

Impact without compromises

Despite the lower price, nothing changes regarding the brand's core values. The Good Roll continues to invest in sanitary facilities in Ghana, stands for fair wages, job creation through sheltered workshops, and sustainable production. "The farmers in Ghana receive a fair price for their bamboo," says Van de Pol. "After all, there is a reason we are well on our way to becoming a Fair Trade Enterprise."

In this way, The Good Roll shows that sustainability and affordability can go hand in hand – now even more accessible on the shelves at Albert Heijn.