Andrex donates 1m toilet rolls to In Kind Direct as part of partnership to tackle hygiene poverty crisis

As the country is hit by an unprecedented increase in the cost-of-living, Andrex®, one of the UK’s largest household names, is committing to donating one million toilet tissue rolls to In Kind Direct as part of its ongoing partnership with the charity.

Founded in 1996 by the HRH the Prince of Wales, In Kind Direct is a charity that focuses on distributing products donated by companies to charitable organisations across the UK, ensuring everyone has access to essential products.

Research from Andrex and In Kind Direct revealed that two in five (36.8%) parents have sleepless nights over whether they can provide for their children and nearly a quarter (23.1%) would rather forego their own hygiene essentials, including wet wipes (17.4%), hand wash (12.1%) and toilet roll (8.8%), to ensure their children didn’t go without theirs this summer.

Recognising the need for support, this announcement is the latest example of Andrex’s ambition to be a positive force for change, and provide support for those in hygiene poverty through initiatives like product donation and hygiene education. 

Rosanne Gray, CEO of In Kind Direct, said: “We are delighted that Andrex has committed to donating another 1 million toilet rolls to In Kind Direct. Now, more than ever, we need brands to provide support for people who are struggling,  as the cost-of-living crisis continues. Andrex’s donation will help so many families across the UK and we look forward to continuing this partnership into the future so we can support even more people together.”

Dan Howell, vice president and managing director UK&I, Kimberly-Clark: “We’re proud to maintain our partnership with In Kind Direct and be able to donate our product to such a great cause, alongside raising awareness of how having to sacrifice basic hygiene essentials like toilet roll is impacting self-esteem – both across our country, and wider. We want to be a positive force for change, and this is just the latest initiative we’ve committed to in order to help others.”

For those who want to show a little love and do their bit for those in need, Andrex and In Kind Direct are advising people to find their local food bank through which they will be able to donate hygiene and food products directly to help others.