Why we aren’t in supermarkets (yet)

It’s always nice to be in demand. 

Judging by the comments on our Facebook wall, some of you are ready and raring to see bleach-free toilet paper hitting the shelves of the UK supermarkets, because we’re often asked questions like:

“Why isn’t Naked Paper in supermarkets?” or “When can I add it to my weekly shop?”

We’re right there with you. We’d absolutely love to be in the big supermarkets, but it’s not entirely up to us.

Getting onto supermarket shelves is a process that takes a long time, and a lot of work. The world of supermarket buying moves quickly, and shelf space is competitive, to put it mildly. 

We think the most sustainable option should be ready to roll into your home however you like to shop, so we’re working on it. In the meantime, we’re delivering straight to your door with free next-day delivery, or as part of your weekly groceries with Ocado.

Getting on the shelf

Navigating your local supermarket probably feels like second nature; if you’re anything like us you know without thinking where everything lives, and the quickest routes between the usual items on your list.

But behind the scenes, there’s a huge amount of thought and work going into every shelf.

Supermarkets have specialist buyers for each category, from wine, to frozen food, to cleaning supplies, and they’re approached by hundreds of brands every month, all of whom would love to get their products stocked with them.

Before a product even gets considered, buyers look at where it fits in their range, how it’s supplied, its sustainability credentials, and commercial margins. Even if they love a product, it can take years to move from a first chat to a real-life roll-out. 

For smaller independent brands like Naked Paper, it’s a long process with a lot to figure out on both sides.

Toilet paper online and in your home

So while we work on getting in supermarkets, we’re keeping our focus on what we do best: getting sustainably made, bleach-free, plastic-free loo roll, tissues, and kitchen roll delivered directly to your home.

Shipping our toilet paper in larger orders of 24, 48, or 96 rolls with free next day delivery helps us keep emissions low, reduce packaging waste, and make sure you’re always well stocked for your family and guests.

And if you really love the idea of adding Naked Paper to your weekly shop, we’ve been proudly partnered with Ocado since 2023. 

Together we developed our six-roll box made with the same care and quality as our larger packs, but perfectly sized for your online shop. 

Toilet roll delivery without the faff 

When it comes to the quality, value, and credentials of our products, we’re all-in. Naked Paper is a simple, like-for-like swap that means less bleach, less unnecessary packaging, and fewer harsh chemicals in your home. And a smaller climate footprint too.

Seeing our soft, sustainable rolls on supermarket shelves will be a real red-letter day for us. (Or a beige loo roll day, as the case may be.)

Until then, we’ll keep coming straight to your door, with free next-day delivery, recycled packaging, and a smile.

Want to stock your home with Naked Paper?